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

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.