The Influence of Social Media Usage on Business Performance Among Entrepreneurs in Bukit Ibam

Abstract

This qualitative study explores the influence of social media usage on business performance among entrepreneurs in Bukit Ibam, a rural community in Rompin, Pahang, Malaysia. Adopting an interpretivist philosophy and a case study design, the research employed semi- structured interviews and a focus group discussion with five micro- entrepreneurs who participated in digital training programs offered by the National Information Dissemination Centre (NADI). Thematic analysis revealed five critical themes shaping business performance: Competitors, Target Sales, Trends, Customer Feedback for Improvement, and Capital. Findings indicate that entrepreneurs demonstrate significant adaptability, leveraging social media platforms for competitor intelligence, sales growth, trend monitoring, and direct customer engagement. This digital integration is supported by NADI’s provision of free 5G internet and certified training. However, business growth is substantially constrained by limited access to capital and intense market competition, which are exacerbated by rising operational costs. The study concludes that while social media enhances market responsiveness and operational capabilities, its impact on long-term business sustainability is mediated by structural financial challenges and local market saturation. The research offers context-specific insights for policymakers and support institutions aiming to design targeted digital entrepreneurship initiatives for rural communities, emphasising the need for integrated strategies that combine digital tool adoption with financial literacy and capital access support.