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Dimensions and Impact of Social Media Usage on Business Performance of Homestay Industry in Malaysia: Entrepreneurial Orientation as a Mediator

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Social media emerged as the most popular mechanism in the tourism industry. However, there is little research on the adoption of social media in the homestay operation. This paper is an overview of past literatures and deeply focuses on the diffusion of information and communication technologies (ICTs) particularly social media among homestay industries in Malaysia. Thus, this paper will determine the main determinants that influence the social media usage (SMU) for homestay business performance. This research will tend to examine the intermediate role of Entrepreneurial orientation (EO) between social media usage and homestay business performance. By using Resource Based View (RBV) and Dynamic Capabilities (DC), this research also able to determine the impact of SMU in entrepreneurial orientation (EO) and business performance (BP). For data collection, questionnaires will be collected from the registered homestays in Malaysia. The data analysis will be processed by using statistical technique which is IBM SPSS (formerly known as Statistical Packages for the Social Sciences) and PLS-SEM to test the hypotheses.
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