TITLE:
The Relationship between Performance Expectancy and Social Media Usage
AUTHORS:
Noor Aziah Abu Bakar, Kumara Rajah Venkatachalam
KEYWORDS:
Social Media Usage, Performance Expectancy
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.10,
October
24,
2025
ABSTRACT: This study aims to investigate the relationship between performance expectancy and social media usage. Social media is a significant and useful tool for micro, small, and medium enterprises (MSMEs) to utilize as a marketing tool to create brand awareness, build direct communication with customers, and initiate buying decisions for their products and services. This study examined the influential factors of performance expectancy towards social media usage as a marketing tool. This study was quantitative in nature and has utilized a questionnaire to collect data from micro, small, and medium enterprises (MSMEs). The sampling method used in this study was proportional random sampling, and data were collected from various micro, small, and medium enterprises (MSMEs) throughout Malaysia. However, only 387 questionnaires were used for further analysis. Upon completing the process, factor analyses were performed on each of the variables using SPSS. There is only one dimension for performance expectancy. The data were analyzed using correlation analysis and multiple regression analysis. The finding showed that performance expectancy has a positive and significant relationship towards social media usage. A Theory of Reasoned Action (TRA) was used as the underpinning theory for this study. It is recommended that future researchers conduct studies on other factors that may influence micro, small, and medium enterprises (MSMEs) in using social media as a marketing tool for their business and studies on other agencies that are entrusted with taking care of entrepreneurs’ well-being.