The relationships between social media marketing and entrepreneurial success: a conceptual study on homestay business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8 (1). pp. 25-33. ISSN 2304-1013 (2018)
Abstract
This conceptual paper is to examine the relationships between social media marketing and entrepreneurial success in homestay business. The study will be conducted in Sabah which is located on the northern portion of Borneo Island, Malaysia. Despite the various incentives offered by the government to the homestay programme, the homestay programme still remains as a slow growth market. The main problems that the homestay entrepreneurs faced are to sustain their homestay business due to lack of visitors. This study applies quantitative approach to collect data by using purposive sampling in selecting the respondents. It examines the influence of social media marketing toward entrepreneurial success in the homestay business. The study uses Partial Least Squares (PLS) method to test the hypothesis. In addition, this study used resources based view (RVB) to magnify the relationship of social media marketing and entrepreneurial success. Entrepreneurial success can be enhanced through the use of social media marketing in homestay business. It also helps them to identify the effective platform of the available social media, to improve the performance of the homestay business to be successful. The findings of the study will be useful in providing the guiding principle and information for the academic, government, tourist association as well as related agencies in order to enhance Malaysian tourism industry. The novelty of the study will offer a guideline for future research, designing the most effective programme for homestay entrepreneurs, and provide empirical result for future research.
| Item Type: | Article |
|---|---|
| Keywords: | Social media marketing, Entrepreneurial success and homestay business, Homestay, Digital Marketing, Product Development, Promotions |
| Taxonomy: | By Subject > Business & Management > Marketing |
| Local Content Hub: | Subjects > Business & Management |
| Depositing User: | Mohamad Ismail |
| Date Deposited: | 21 Apr 2021 08:15 |
| Last Modified: | 21 Apr 2021 08:17 |
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