Instagram marketing: Understanding the adoption factors for small and medium enterprises

• Main Authors: Harun, Z., Tajudeen, Farzana Parveen
• Format: Article
• Published: Inderscience Publishers 2021
• Subjects: H Social Sciences (General); HF Commerce; Business; Marketing. Distribution of products; Advertising
• Online Access: http://eprints.um.edu.my/35793/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85117619802&doi=10.1504%2fIJIMA.2021.118266&partnerID=40&md5=d9e5fdfce02a4dbda4f1c624c213709c

The emergence of social media has changed traditional marketing approaches which need to be reviewed to accommodate today’s world. This includes small and medium enterprises (SMEs) which tend to have limited marketing and advertising budgets. In line with this, Instagram is a perfect alternative marketing channel because it is effective and low costing. Taking into account the immense potential of Instagram for businesses, this study examines the factors that influence the SMEs intention to adopt Instagram as a marketing channel. A survey of 154 SME companies in Malaysia was conducted. The theoretical framework used was based on the technology, organisation and environment (TOE) framework. The outcome of this study helps marketing managers and organisations’ top management to better understand the potential of Instagram as a marketing channel, and the factors that need to be considered for its adoption. Copyright © 2021 Inderscience Enterprises Ltd.