Welcome to the InfoSci Platform
Instagram as a Marketing Tool for Small and Medium Enterprises

Instagram as a Marketing Tool for Small and Medium Enterprises

Zuraini Harun, Farzana Parveen Tajudeen
Copyright: © 2021 |Pages: 14
ISBN13: 9781799891550|ISBN10: 1799891550|EISBN13: 9781799891567
DOI: 10.4018/978-1-7998-9155-0.ch038
Cite Chapter Cite Chapter

MLA

Harun, Zuraini, and Farzana Parveen Tajudeen. "Instagram as a Marketing Tool for Small and Medium Enterprises." Research Anthology on Small Business Strategies for Success and Survival, edited by Information Resources Management Association, IGI Global, 2021, pp. 771-784. https://doi.org/10.4018/978-1-7998-9155-0.ch038

APA

Harun, Z. & Tajudeen, F. P. (2021). Instagram as a Marketing Tool for Small and Medium Enterprises. In I. Management Association (Ed.), Research Anthology on Small Business Strategies for Success and Survival (pp. 771-784). IGI Global. https://doi.org/10.4018/978-1-7998-9155-0.ch038

Chicago

Harun, Zuraini, and Farzana Parveen Tajudeen. "Instagram as a Marketing Tool for Small and Medium Enterprises." In Research Anthology on Small Business Strategies for Success and Survival, edited by Information Resources Management Association, 771-784. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-9155-0.ch038

Export Reference

Mendeley
Favorite

Abstract

Technological changes have transformed traditional marketing methods. Instagram is one of the social media platforms which enables companies to reach their target groups of customers by means of a visual approach. Instagram is a popular social media application among Malaysians. With the growing popularity of Instagram and its potential to help businesses, this study aims to investigate the Instagram adoption among Malaysian small and medium enterprises (SMEs). A survey method was used to collect data. The results of the study found that relative advantage and collaboration are the significant dimensions influencing the adoption of Instagram. The study also found technology strategy as a significant moderator between relative advantage, interactiveness, collaboration, and Instagram adoption among SMEs. This study enhances the current knowledge on social media especially highlights the importance of Instagram as an excellent tool for marketing.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.