Digital marketing expedites marketing processes through the Internet that enables small and medium-sized enterprise (SME) owners to position their business virtually. Moreover, social media marketing (SMM), another form of digital marketing approach, provides a much-simplified option for SME owners to upload their advertising content with minimal assistance from external parties such as advertising agents. Despite the usefulness of SMM, it can be seen that SME owners in apparel industry are not well equipped with digital knowledge in creating effective online marketing content. In this research, SME owners are taken as the unit of observation and Technology Acceptance Model (TAM) is applied as the underpinning theory. This research utilises a constructive philosophy using a qualitative research method. The data were collected through multiple case studies via an in-depth interview with SME owners from the Malaysian apparel industry. The apparel industry was chosen because it has potentials in generating income for the country in the global market. Currently, Malaysia is one of the leading apparel exporters to the United States of America. Moreover, many Malaysian entrepreneurs could be more competitive in the global market through online presence. The data collected were transcribed, translated and coded before it was uploaded and analysed into Atlas.ti software.
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