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Survey questions were distributed to food SMEs and vendors, who use social media to assist them in conducting their business, to serve as a guideline to understand how social media networks can lead to positive business outcomes and how understanding key factors may lead to optimizing product portfolios and to discover new opportunities for their business to expand. Based on the authors' research, cost effectiveness was found to influence social media usage among the small and medium food vendors in Brunei. Factors such as trust, interactivity and compatibility, however were not found to be the factors influencing the utilization of social media.<\/jats:p>","DOI":"10.4018\/ijabim.2020010109","type":"journal-article","created":{"date-parts":[[2019,11,7]],"date-time":"2019-11-07T13:00:46Z","timestamp":1573131646000},"page":"142-163","source":"Crossref","is-referenced-by-count":5,"title":["The Utilization of Social Media by Small and Medium Food Vendors in Brunei Darussalam"],"prefix":"10.4018","volume":"11","author":[{"given":"Meryeme","family":"Bouargan","sequence":"first","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]},{"given":"Rabi'atul Adawiyah Haji Abd","family":"Halim","sequence":"additional","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]},{"given":"Nuruljannah Haji","family":"Husaini","sequence":"additional","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]},{"given":"Nor Azeem","family":"Jusniah","sequence":"additional","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]},{"given":"Nur Hazwani Masturah Haji","family":"Ahmad","sequence":"additional","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5296-2576","authenticated-orcid":true,"given":"Mohammad Nabil","family":"Almunawar","sequence":"additional","affiliation":[{"name":"University of Brunei Darussalam, Gadong, Brunei"}]}],"member":"2432","reference":[{"key":"IJABIM.2020010109-0","unstructured":"Adams, M. 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