Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

Ndekwa, Alberto Gabriel; Katunzi, Tumaini Mujuni

doi:10.5539/ijbm.v11n4p71

Cited by 32 publications

(19 citation statements)

References 13 publications

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“…Out of the three groups of factors, technological features are considered as the most important ones. Previous research studies in the field of SMA in the hospitality industry have mostly investigated and emphasized on the power of organizational features [43,45], while other studies have found out that the technological context has insignificant influence on SMA [21,44]. This study contributes to ongoing research on organizational SMA by indicating that technological features are the most important determinants, while the organizational and environmental context are less significant.…”

Section: Structural Modelmentioning

confidence: 60%

“…TOE has recently been applied for the investigation of social media use by firms of the hospitality sector. Ndekwa and Katunzi [44] surveyed the factors influencing adoption of online social media among small and medium tourist enterprises in Tanzania and their findings revealed that organizational and environmental context are significantly influencing adoption of social media, while technology context was found to be insignificant factor. More recently, Matikiti et al [45] employed both Technology Acceptance Model (TAM) and TOE framework to identify factors that influence attitude towards the use of social media marketing by small tourism businesses (tour operators, travel agencies) in South Africa.…”

Section: The Technology-organization-environment (Toe) Frameworkmentioning

confidence: 99%

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Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

2020

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The importance of the organizational adoption of social media is increasingly raised in hospitality literature because of the recognition of Web 2.0 technologies as a significant tool for improving customer information searching and experience, as well as for enriching firm digital strategy. The present study seeks to empirically explore the determinant factors that affect a hospitality firm’s decision to adopt social media by following a theoretical approach that integrates the Diffusion of Innovation Theory (DIT) with the Technology-Organization-Environment (TOE) framework. Using survey data from 106 hospitality firms operating in Greece, and by applying structural equation modelling (SEM), we identify seven factors that influence the adoption of organizational social media adoption. These factors are grouped into three categories: Technological, organizational, and environmental. Out of the three groups of factors, technological features are considered as the most important ones in terms of their predicting power. Theoretical and practical implications of our findings are discussed.

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Section: Structural Modelmentioning

confidence: 60%

Section: The Technology-organization-environment (Toe) Frameworkmentioning

confidence: 99%

Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

2020

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“…Most studies on social media adoption have focused on companies/organizations in relation to social media use in marketing, benefits of social media, and factors affecting adoption (Sinclaire and Vogus 2011, Mandal and McQueen 2012, Thackeray et al 2012, Durkin et al 2013, Nah and Saxton 2013, Dahnil et al 2014, Lorenzo-Romero et al 2014, Ainin et al 2015, Ndekwa and Katunzi 2016, Wood and Khan 2016, Abubakar et al 2017, Matikiti et al 2018. Fewer studies have looked at social media adoption on the consumer side.…”

Section: Social Media Adoptionmentioning

confidence: 99%

Untitled

Gazal

Montague

Wiedenbeck

2019

BPB

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As a result of the rise of the digital market, social media has emerged as one of the most popular marketing tools. Consumers today increasingly rely on social media when shopping, and thus it can influence consumer behavior and purchasing decisions. Similarly, a growing number of wood products companies are using a variety of social media approaches for their marketing efforts as they seek to remain competitive in the digital marketplace. Although previous studies have examined social media use by wood products companies, none have examined social media use by wood products consumers. Wood products companies can design more effective social media marketing efforts if they understand the decision process of potential customers with regards to social media. Thus, a survey was conducted in 2017 to investigate factors affecting social media adoption among wood products consumers in the U.S. in the context of private social media use or business-to-consumers (B2C) context. The results show that social media adoption by consumers is influenced by the ease of use and perceived usefulness of social media, product characteristics, demographic characteristics (e.g., gender, age, income) and situational factors (e.g., community type). Understanding the factors that motivate wood products consumers' social media adoption is important when developing and designing social media marketing strategies that target consumers' needs.

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“…The results show that there is a significant effort of Greek food manufacturing firms to take advantage of the potential of social media. Ndekwa and Katunzi (2016) in their study aims at filling the gap by examining factors influencing adoption of Social Media Networking among SMEs in Tanzanian tourism sector. This study recommended that in order SMEs to continuously be competitive in this global and dynamic market they should continue to adopt the use of social media networking as a tool to capture more customers worldwide.…”

Section: Other Relevant Studies Related With Social Media and Smesmentioning

confidence: 99%

The Use of Social Media in SMEs

Kalkan¹,

Bozkurt²

2017

IJRBS

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In today’s business world, social media tools (i.e. facebook, twitter, Linkedin, etc.) begin to play an important role in reaching and communicating with customers for businesses. However, the importance of using social media can’t be still understood by SMEs so far. Businesses use different social media tools in various purposes in their life. In this research we aim to investigate the ideas of SMEs about social media and their aims of using social media tools. Data were collected from SMEs operating in Burdur by simple random sampling. The data obtained from the 84 questionnaires was entered to computer and statistical analysis was carried out by using SPSS 20 statistical program. In this study, reliability analysis was used firstly. Then, some descriptive analyses were carried out about using social media for SMEs. Finally, a frequency table regarding the social media usage in SMEs was given. As a result, it was seen that 82.1% of SMEs participating in this study have a social network page. Secondly, SMEs are using facebook social media network mostly. In addition, SMEs have expressed that they attend all statements involved in the use of social media scale.

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Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

Cited by 32 publications

References 13 publications

Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

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The Use of Social Media in SMEs

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