Abstract
Online video marketing is still in its nascent stage, specifically in Malaysia. This form of marketing has not been entirely capitalized to its fullest potentials by businesses, especially among small and medium businesses (SMEs). The various available platforms such as YouTube, Wistia, Vidyard, and Vimeo for video marketing are usually taken over by mainly the big players in the industry. As a result of marketing costs and multipurpose use of the platforms, the SMEs are left out owing to their lesser capacity to spend on marketing and advertising of their products and services. To solve this problem confronted by SMEs, a dedicated online video marketing platform is proposed. The platform is intended to allow businesses to upload video contents to market and promote their products and services. In order to predict the success of implementation of this platform prior to its adoption, a technology acceptance model (TAM) has been adopted to evaluate the intention to use by SMEs. This paper discusses the TAM model with a view to assisting the inventor of the platform gauge the behavioral intention to use the dedicated online video marketing platforms by SMEs.
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Acknowledgements
The author would like to acknowledge the faculty of cognitive sciences and human development, Univerisiti Malaysia Sarawak as well as the faculty of information and communication technology, International Islamic University Malaysia. The authors also gratefully acknowledge the helpful comments and suggestions of the reviewers, which have improved the presentation.
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Olowolayemo, A., Saleh, N., Adewale, N.T., Shatar, F. (2018). Exploring Attitude Toward Online Video Marketing in Malaysia. In: Saian, R., Abbas, M. (eds) Proceedings of the Second International Conference on the Future of ASEAN (ICoFA) 2017 – Volume 2. Springer, Singapore. https://doi.org/10.1007/978-981-10-8471-3_34
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