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Determinants of social media adoption and its effects on social media returns among small medium enterprises in Malaysia
(2025-06-21) Basit, Abdul; Tiong, Nikki; Hassan, Zubair
The aim of this research is to examined the determinants of social media adoption and its effect on social media returns. Data was collected from 100 managers working at small medium enterprises using a Likert rating questionnaire (1-5). Data was analysed using Structural Equation Modelling. The result indicated that only subjective norm has a significant effect on social media adoption. Also, this study found that social media adoption has a significant and positive effect on social media returns. The study did not find any significant effect of perceived usefulness, perceived ease of use, leadership and organizational innovativeness on social media adoption. Therefore, it was concluded that subjective norms will enhance the adoption of social media, where by social media returns would increase through the adoption of social media. Managers will be able to formulate effective policies and strategies to design training programs to foster social media adoption.