IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v17y2025i1p22-30.html
   My bibliography  Save this article

Unlocking the Power of Social Media: A Strategic Path to Financial Growth of Homestay in Malaysia

Author

Listed:
  • Nurul Liyana Ramlan
  • Wan Musyirah Wan Ismail

Abstract

The Malaysian homestay industry faces challenges in improving financial performance due to limited marketing reach and underutilization of digital tools. This pilot study explores the role of social media adoption in enhancing the financial performance of homestays. Using the Technological, Organizational, and Environmental (TOE) framework, the research investigates key factors driving the adoption of social media and their impact on increasing the revenue for homestays. Despite the growing significance of social media, many homestay operators are slow to adopt platforms, hindering their ability to attract a broader audience. Data was collected from 30 respondents through a self-administered survey targeting homestay coordinators. Statistical analyses, including reliability and validity tests, were conducted using SPSS software to ensure robust data. This pilot study is essential as it demonstrates that social media adoption, framed within the TOE model, can significantly enhance the financial sustainability of rural homestays. To conclude, the study suggests that policymakers need to explore the long-term effects and create initiatives that facilitate the adoption of digital tools among homestay operators. This could lead to stronger competitiveness in Malaysia’s homestay industry and boost rural tourism.

Suggested Citation

  • Nurul Liyana Ramlan & Wan Musyirah Wan Ismail, 2025. "Unlocking the Power of Social Media: A Strategic Path to Financial Growth of Homestay in Malaysia," Information Management and Business Review, AMH International, vol. 17(1), pages 22-30.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:22-30
    DOI: 10.22610/imbr.v17i1(I).4294
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4294/2878
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/4294
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v17i1(I).4294?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Wang, Yi-Shun & Li, Hsien-Ta & Li, Ci-Rong & Zhang, Ding-Zhong, 2016. "Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework," Tourism Management, Elsevier, vol. 53(C), pages 163-172.
    2. Rosiello, Alessandro & Maleki, Ali, 2021. "A dynamic multi-sector analysis of technological catch-up: The impact of technology cycle times, knowledge base complexity and variety," Research Policy, Elsevier, vol. 50(3).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Li, Zhaochen & Xu, Zimu, 2025. "Digital technology and innovation:The impact of blockchain application on enterprise innovation," Technovation, Elsevier, vol. 139(C).
    2. Muhammad Khalid Anser & Zahid Yousaf & Muhammad Usman & Seemab Yousaf, 2020. "Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, E-Marketing and Organizational Readiness," Sustainability, MDPI, vol. 12(4), pages 1-17, February.
    3. Zahedi Rad, Vahid & Seifi, Abbas & Fadai, Dawud, 2023. "Policy design for transition from imitation to innovation in emerging photovoltaic sectors using a system dynamics model," Energy Policy, Elsevier, vol. 183(C).
    4. Hongping Yuan & Yu Yang & Xiaolong Xue, 2019. "Promoting Owners’ BIM Adoption Behaviors to Achieve Sustainable Project Management," Sustainability, MDPI, vol. 11(14), pages 1-18, July.
    5. Ying Teng & Kuo-Chung Shang & Hui-Chih Wang & Szu-Yu Kuo & Chin-Shan Lu, 2025. "The implementation of blockchain adoption in China’s manufacturing industry: the technology organization environment (TOE) method," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    6. Bisma Mannan & Abid Haleem, 2017. "Understanding major dimensions and determinants that help in diffusion & adoption of product innovation: using AHP approach," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-24, December.
    7. Adamantia Pateli & Naoum Mylonas & Aggeliki Spyrou, 2020. "Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    8. Yang, Jingluan & Liu, Weidong, 2024. "Knowledge source switching under state interventions of latecomer regions: A case study of Shenzhen," Technology in Society, Elsevier, vol. 79(C).
    9. Zhang, Yi & Chen, Kaihua, 2022. "Network growth dynamics: The simultaneous interaction between network positions and research performance of collaborative organisations," Technovation, Elsevier, vol. 115(C).
    10. Zhong, Lina & Verma, Rohit & Wei, Wenqi & Morrsion, Alastair M. & Yang, Liyu, 2022. "Multi-stakeholder perspectives on the impacts of service robots in urban hotel rooms," Technology in Society, Elsevier, vol. 68(C).
    11. Jin, Guangzhu & Huang, Zhenhui, 2023. "Asymmetric influence of China's outward FDI and exports on trade-adjusted resources footprint in belt and road node countries: Moderating role of governance," Resources Policy, Elsevier, vol. 82(C).
    12. Dincbas, Tugba & Ergeneli, Azize & Yigitbasioglu, Hakan, 2021. "Clean technology adoption in the context of climate change: Application in the mineral products industry," Technology in Society, Elsevier, vol. 64(C).
    13. Luis Manuel Ruiz-Gómez & Julio Navío-Marco & Luisa Fernanda Rodríguez-Hevía, 2018. "Dynamics of digital tourism’s consumers in the EU," Information Technology & Tourism, Springer, vol. 20(1), pages 59-81, December.
    14. Kumar, Aman & Shankar, Amit & Behl, Abhishek & Pereira, Vijay & Kapoor, Payal & Papa, Armando, 2025. "Implementing enterprise metaverse as a means of enhancing growth hacking performance: Will adopting the metaverse be a success in organizations?," Journal of Business Research, Elsevier, vol. 188(C).
    15. Orji, Ifeyinwa Juliet & Kusi-Sarpong, Simonov & Huang, Shuangfa & Vazquez-Brust, Diego, 2020. "Evaluating the factors that influence blockchain adoption in the freight logistics industry," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 141(C).
    16. Zhichao Zhou & Yikun Su & Zhizhe Zheng & Yilin Wang, 2022. "Analysis of the Drivers of Highway Construction Companies Adopting Smart Construction Technology," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    17. Ng, Peggy M.L. & Lit, Kam Kong & Cheung, Cherry T.Y., 2022. "Remote work as a new normal? The technology-organization-environment (TOE) context," Technology in Society, Elsevier, vol. 70(C).
    18. Yexin Liu & Weiwei Wu & Yanggi Kim, 2023. "How do latecomer firms achieve catch-up through technology management: a comparative analysis," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    19. Fumeng Li & Jiancheng Long & Wu Zhao, 2022. "Mining Braces of Innovation Linking to Digital Transformation Grounded in TOE Framework," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    20. Mehrbakhsh Nilashi & Abdullah M. Baabdullah & Rabab Ali Abumalloh & Keng-Boon Ooi & Garry Wei-Han Tan & Mihalis Giannakis & Yogesh K. Dwivedi, 2025. "How can big data and predictive analytics impact the performance and competitive advantage of the food waste and recycling industry?," Annals of Operations Research, Springer, vol. 348(3), pages 1649-1690, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:22-30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.