Mickle, Sharon Ann (2025) The Role Of Entrepreneurial Orientation As A Mediator In The Social Media Usage On Business Performance Of Homestay Industry In Malaysia. Masters thesis, Universiti Sains Malaysia.
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Abstract
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 research is an overview of a selection of past literatures and deeply focuses on the diffusion of information and communication technologies (ICTs) particularly social media in the homestay industries in Malaysia. In order to understand how social media usage (SMU) can bring evolution to homestay industries, it is vital to determine the main determinants that influence SMU for homestay business performance. Moreover, there is very less studies on the social media impact on business performance. This research will examine the intermediate role of Entrepreneurial orientation (EO) between social media usage and homestay business performance.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management |
| Divisions: | Pusat Pengajian Pengurusan (School of Management) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 21 Aug 2026 01:18 |
| Last Modified: | 21 Aug 2026 01:18 |
| URI: | http://eprints.usm.my/id/eprint/64809 |
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