FACTORS THAT IMPACT THE EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL IN SMALL AND MEDIUM-SIZED ENTERPRISES IN SELANGOR, MALAYSIA

Small and medium-sized enterprises (SMEs) play a vital role in the Malaysian economy. The success of SMEs is critical for Malaysia's total economic progression, both nationally globally. Conducting business online one opportunities social media has provided entrepreneurs. often lack means to conduct in-house marketing operations or hire skilled consultant. Social massive dialogue that everyone can join. With media, businesses have added advantage following statements replying instantly. While there much literature on methods, not information how might utilize enhance profits. There little academic research into elements drive use its impact Malaysia. This aims develop an understanding improving as tool address relationship brand awareness, consumers' engagement, word-of-mouth, conversion rate, effectiveness. For this quantitative study, data was collected using questionnaires conveyed engaged activities. survey yielded 177 valid responses. findings study indicate word-of-mouth engagement were insignificant. However, awareness rates significant. result significant emerging markets it allows them establish their presence equity.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0811/a.php" alt="Hit counter" /></p>