The Relationship between SME Owner’s Personality, Facebook Usage and Organizational Performance

Ainin Sulaiman, University of Malaya
Farzana Parveen Tajudeen, University of Malaya
Isma Ismawati, Universiti Malaya
Sedigheh Sedigheh, University of Malaya
Nor Liyana Mohd Shuib, University of Malaya


SMEs usage of Facebook for business is growing tremendously. Majority of the studies on Facebook usage are based on individual perspective and some are from organizational perspective. However, not many studies had investigated the actual impact of Facebook usage on organizational performance. This paper investigates the influence of personality traits of SME owners on Facebook usage and its subsequent impact on organizational performance. A total of 259 SMEs responded to the survey and the result of the survey showed that perceived desirability and openness of SME owners positively influences Facebook usage. Facebook usage also has a positive impact on both organizational financial and non-financial performances. This study provided a clearer view on the real importance of Facebook and its benefits. The results would motivate and guide organizations in the adoption