An exploration into the drivers of social media usage among MSME handicraft entrepreneurs / Susana William Jalil ... [et al.]

• Main Authors: Jalil, Susana William, Haris, Nurfazlina, Putit, Lennora, Awang Shuib, Awang Rozaimie
• Format: Article
• Language: English
• Published: Faculty of Business and Management 2022
• Subjects: Entrepreneurship. Risk and uncertainty; Social aspects. Social marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/71632/1/71632.pdf; https://ir.uitm.edu.my/id/eprint/71632/; http://myjms.mohe.gov.my/index.php/JIBE/index

Being an essential component of Micro, Small, and Medium Enterprises (MSMEs), the emergence of social media in marketing is critical in attempting to make handicraft product businesses more financially viable. This study aims to explore the adoption of social media marketing by MSME handicraft entre...