Investigation Of Factors That Influence Small And Medium Enterprises Competitive Intelligence Through Facebook

Abstract

Abstract: Previous studies do not investigate the factors affecting small and medium enterprises (SMEs) competitive intelligence through Facebook in the context of Malaysia. This article surveys the use of Facebook for Competitive Intelligence in the context of Malaysia. Data were collected based on the following factors: Logo, wallpaper, Pictures and Description, Inbound Communication, Aesthetics and Visual Quality, Network Scope and Reach, Interaction Quality and Language Use through Facebook. Five SMEs located in Malaysia were selected for the research. It was found that Pizza Hut Facebook page has the largest network scope and reach with 763,114 followers. The success of having this followership could be attributed to competitive prices and promotions offered by the SMEs, Use of translator to translate Chines language to English which makes it possible to communicate with other races not necessarily in Malaysia, quality and description of pictures displayed on the cover page of Pizza Hut’s Facebook page, short and minimally interactive post on the Facebook page. The major factors that deserved more attention from SMEs for successful competitive intelligence are Language use, quality pictures and description, inbound communication and, aesthetics and visual Quality.