Uses of Social Media for Marketing among Entrepreneur Weavers to Sustain Songket Products in the Malay Cottage Industry

Norhayati Hussin; Masitah Ahmad; Mohd Sazili Shahibi; Nurul Syfa’ Mohd Tokiran

doi:10.21834/e-bpj.v8iSI12.5003

Authors

Norhayati Hussin Universiti Teknologi MARA (UiTM), Puncak Perdana Campus, 40150 Shah Alam, Selangor, Malaysia
Masitah Ahmad Universiti Teknologi MARA (UiTM), Cawangan Negeri Sembilan, Kampus Rembau, 71300, Rembau, Negeri Sembilan, Malaysia
Mohd Sazili Shahibi Universiti Teknologi MARA (UiTM), Puncak Perdana Campus, 40150 Shah Alam, Selangor, Malaysia
Nurul Syfa’ Mohd Tokiran Universiti Teknologi MARA (UiTM), Puncak Perdana Campus, 40150 Shah Alam, Selangor, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v8iSI12.5003

Keywords:

Social Media Marketing, Songket Entrepreneurs, AIDA Model, Traditional Handicrafts, Economic Development in Malaysia

Abstract

Utilizing semi-structured interviews, this paper examines how songket entrepreneurs in Kuala Terengganu use social media for marketing. Results indicate varying levels of social media literacy among Malay women in rural areas. The AIDA model is proposed as a strategic framework to optimize their social media usage. The study suggests the need for targeted training to exploit digital opportunities fully and calls for further research on technology's role in sustaining traditional industries.

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