ASEAN Journal on Science and Technology for Development


The social media and Internet technology penetrations and usage are quite high in Brunei Darussalam. The use of social media marketing among micro, small, and relatively medium businesses to promote their products has also grown as businesses desire to engage and build relationships with customers through social media. This has generated an interest in studying the adaption of social media marketing campaigns among customers, which indirectly determines the effectiveness of social media marketing itself, as well as in studying the facilitation factors for such an adaption. Technology Acceptance Model (TAM) has been used extensively because of its simplicity and usefulness. Besides, using the conventional TAM variables like perceived usefulness, ease of use and social norm, we have also hypothesized that knowledge pertaining to information and communication technology (ICT) amongst the target audiences of social media marketing campaigns may influence positively towards the ease of use and perceived usefulness variables. Another variation in this study is that perceived usefulness variable has been divided into two categories based on the types of measurable tests applied. Primary data was collected through survey and was analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results indicate that ICT knowledge has a significant effect on ease of use but its effect on perceived usefulness is not significant. Besides, ease of use has a significant effect on both categories of perceived usefulness. Regarding the factors influencing actual usage, we have found that both the categories of perceived usefulness jointly determine the adaption to the actual usage of or interaction with social media marketing campaigns in Brunei Darussalam.

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