Factors influencing the adoption of social media for marketing purposes among women entrepreneurs

Factors influencing the adoption of social media for marketing purposes among women entrepreneurs

The purpose of the study is to explore the influence of entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes on social media adoption among women entrepreneurs. A conceptual model was established based on existing literature to tes...

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Main Author: Anis Nadisah, Ramli
Format: Thesis
Language:eng
eng
Published: 2019
Subjects:
HB615-715 Entrepreneurship
Risk and uncertainty
Property
Online Access:https://etd.uum.edu.my/8203/1/s823863_01.pdf
https://etd.uum.edu.my/8203/2/s823863_02.pdf
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id my-uum-etd.8203
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Adam, Mohamad Zainol Abidin
topic HB615-715 Entrepreneurship
Risk and uncertainty
Property
spellingShingle HB615-715 Entrepreneurship
Risk and uncertainty
Property
Anis Nadisah, Ramli
Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
description The purpose of the study is to explore the influence of entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes on social media adoption among women entrepreneurs. A conceptual model was established based on existing literature to test the relationship between the variables of the study. A questionnaire research design using simple random sampling was employed with a sample of 334 women entrepreneurs participated in the study. The results of correlation and regression analyses show that only three independent variables (entrepreneurs’ personality, social media benefits, and social media importance) have a significant relationship and influenced social media adoption. The results also show that entrepreneurs’ personality is the most influential factor in social media adoption among women entrepreneurs. Hence, the proposed model offers a greater understanding of how entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes can be used to enhance social media adoption among women entrepreneurs. Based on the results of this study, women entrepreneurs should adopt social media to achieve their business successfully. Furthermore, entrepreneurs should use social media for communication, and promotion especially for those entrepreneurs who are in beginning of their business. Finally, limitations of the study were discussed in tandem with suggestions for future research.
format Thesis
qualification_name other
qualification_level Master's degree
author Anis Nadisah, Ramli
author_facet Anis Nadisah, Ramli
author_sort Anis Nadisah, Ramli
title Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
title_short Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
title_full Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
title_fullStr Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
title_full_unstemmed Factors influencing the adoption of social media for marketing purposes among women entrepreneurs
title_sort factors influencing the adoption of social media for marketing purposes among women entrepreneurs
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2019
url https://etd.uum.edu.my/8203/1/s823863_01.pdf
https://etd.uum.edu.my/8203/2/s823863_02.pdf
_version_ 1747828350203723776
spelling my-uum-etd.82032022-08-08T04:30:22Z Factors influencing the adoption of social media for marketing purposes among women entrepreneurs 2019 Anis Nadisah, Ramli Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HB615-715 Entrepreneurship. Risk and uncertainty. Property The purpose of the study is to explore the influence of entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes on social media adoption among women entrepreneurs. A conceptual model was established based on existing literature to test the relationship between the variables of the study. A questionnaire research design using simple random sampling was employed with a sample of 334 women entrepreneurs participated in the study. The results of correlation and regression analyses show that only three independent variables (entrepreneurs’ personality, social media benefits, and social media importance) have a significant relationship and influenced social media adoption. The results also show that entrepreneurs’ personality is the most influential factor in social media adoption among women entrepreneurs. Hence, the proposed model offers a greater understanding of how entrepreneurs’ personality, social media benefits, social media importance, consumers’ engagement, and marketing outcomes can be used to enhance social media adoption among women entrepreneurs. Based on the results of this study, women entrepreneurs should adopt social media to achieve their business successfully. Furthermore, entrepreneurs should use social media for communication, and promotion especially for those entrepreneurs who are in beginning of their business. Finally, limitations of the study were discussed in tandem with suggestions for future research. 2019 Thesis https://etd.uum.edu.my/8203/ https://etd.uum.edu.my/8203/1/s823863_01.pdf text eng public https://etd.uum.edu.my/8203/2/s823863_02.pdf text eng public other masters Universiti Utara Malaysia Alam, S. S., Jani, M. F. M., & Omar, N. A. (2011). An empirical study of success factors of women entrepreneurs in southern region in Malaysia. International Journal of Economics and Finance, 3(2), 166-175. Anaza N. A., Brian R. (2012). How organizational and employee-customer identification, and customer orientation affect job engagement. Journal of Service Management, 23(5), 616 - 639 Annabelle Jaouen. (2012 ). Entrepreneurship and social media marketing: Evidence from French small business. Int. J. Entrepreneurship and Small Business, 16(4). doi:10.1504/IJESB.2012.047608 Anderson, Eugene W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1, 5-17. 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