“…Scholars have commonly used the TOE model in explaining technology adoption at the firm level. The model has been tested in various contexts, including customer relationship management (CRM) (Cruz-Jesus et al, 2019), cloud computing (Hiran and Henten, 2020), blockchain (Clohessy and Acton, 2019), social commerce (Abed, 2020), social media marketing (Abbasi et al, 2022), internet of things (Asadi et al, 2021) and BDA (Maroufkhani et al, 2020). Many studies have confirmed its ability to clarify the adoption of various technologies in an organizational setting (El-Haddadeh et al, 2021;Gupta et al, 2020;Oliveira et al, 2019).…”