Literature Review on the Factors Influencing the Usage of Social Media among Entrepreneurs in Malaysia

Abstract

The conceptual study is to demonstrate the progress of the discussions between performance expectancy, social influence, facilitating condition, propensity to sharing information, viral marketing expectancy and fear of pandemic as influencing factors toward social media usage among entrepreneurs. Social media usage becomes the focus of researchers and organization, because of the effectiveness and efficiency of social media as a marketing tool in the business environment. Logically, variables (performance expectancy, social influence, facilitating condition, propensity to sharing information, viral marketing expectancy and fear of pandemic) may influence social media usage as a marketing tool to help entrepreneurs gain competitive edges, build relationship with customers and build business presence in the market. However, previous studies on the relationship between performance expectancy, social influence, facilitating condition, propensity to sharing information, viral marketing expectancy and fear of pandemic and social media usage as a marketing tool are very limited. This preliminary study aims to answer what factors may influence the entrepreneur’s social media usage and find the most significant factors that can contribute towards the usage of social media as marketing tool in Malaysia.