Determinants Driving Behavior in Social Media Marketing: A Concept Paper

Social media platforms are a vital component of company plans. They give a platform for entrepreneurs’ brand growth and business success. Several studies on the issue of social media have been done and published locally in tandem with the emergence of social media in Malaysia. The growing usage of social media and the Internet has benefited Malaysia in keeping up with other industrialized nations. As a result, the goal of this article is to investigate the determinants driving behavior in Social Media Marketing in this country, creating a push for future research that includes not only concepts but also models employing more advanced analytics. More research is needed, and the topic has a bright future because the business sector is a major driver of the nation’s economy. Other issues that could be investigated include the effects of social media on the country's young generations. Furthermore, the UTAUT model will be described in this conceptual paper, which incorporates performance expectancy (PE), perceived trust, and perceived enjoyment (PEE). Furthermore, social media marketing totally mediates the association between entrepreneurial behavior.