This study examines the effectiveness of social media as a marketing tool in Malaysia’s rapidly growing food truck industry. Given the widespread adoption of digital platforms, understanding the dynamics that enhance social media’s effectiveness in marketing has become crucial. This research specifically investigates the relationship between the perceived usefulness of social media and key factors such as informativeness, credibility, hedonic value, and co-creation value. Data were collected from 201 Malaysian social media users interacting with food truck businesses using a quantitative survey method. Analytical methods included descriptive statistics, Pearson’s correlation, multiple regression analysis, and ANOVA tests to assess the impact of demographic variables on perceived usefulness. The findings highlight that informativeness and credibility are critical drivers of perceived usefulness in social media marketing. The results support the Technology Acceptance Model (TAM), s.....

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