Using UTAUT Model to Predict Social Media Adoption among Indonesian SMEs

Abdat, Fatmah Amir

doi:10.36348/sjef.2020.v04i10.003

Cited by 17 publications

(15 citation statements)

References 64 publications

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“…That is why the respondent refer to it as the highest among the variables given. According to Abdat (2020) that performance expectancy refers to as the degree in which users believe that using a new technology or system will help them accomplish tasks better. Furthermore, it was found that performance expectancy along with social influence and effort expectancy are significant predictors of users' behavior intention in using web-based services.…”

Section: Resultsmentioning

confidence: 99%

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Orias¹,

Borbon²

2022

IJRSM

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The study examines the adoption of digital marketing among farm tourism sites in Quezon, Province. This includes identifying the demographic profile of the respondents in terms of sex, age, occupation, civil status and Digital Platforms frequently used, determining the factors influencing the adoption of digital marketing in receiving farm tourism related advertisements in terms of Technology self-efficacy, Usefulness, Active Control , Two-Way Communication, and Synchronicity as well as determining the impact of digital marketing of farm tourism sites in Quezon, Province to customers' purchase intentions in the new normal in terms of performance expectancy, hedonic motivation, habit, interactivity, informativeness, and perceived relevance on respondents and lastly testing the significant difference on the assessment of the adoption of digital marketing when grouped according to the profile variables. The study used a survey questionnaire among 385 visitors of farm tourism sites as respondents. Based on the results, most of the respondents are 25 years old and below or Generation Z, male, in other occupation and majority are single. It was agreed by the respondents that usefulness was the most influential and synchronicity was the least. While, performance expectancy was agreed the most by the respondents on the impacts of digital marketing and the least was purchase intention.Significant difference was found on technology self-efficacy, usefulness, two-way communication and synchronicity among respondent working in the academe. As well as a significant difference in active control, two-way communication and synchronicity according to civil status. It was shown that the respondents agreed the most is the usefulness of digital marketing while the factor they agreed the least was synchronicity Also, the respondents agreed the most was performance expectancy and the factor that the respondents least agreed on was purchase intention. The study has a practical implication as it proposed a marketing innovative plan for the continuous improvement of the farm tourism.

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Section: Resultsmentioning

confidence: 99%

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Orias¹,

Borbon²

2022

IJRSM

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“…For example, two studies demonstrate that performance expectancy has a significant positive effect on MSMEs’ intention to adopt information and communications technology (e.g. social media) (Abdat, 2020; Rodrigues et al , 2016). Previous research also illustrates that effort expectancy plays a pivotal role in new technology acceptance (Rodrigues et al , 2016; Rozmi et al , 2019; Venkatesh et al , 2012).…”

Section: Discussionmentioning

confidence: 99%

“…Previous research also illustrates that effort expectancy plays a pivotal role in new technology acceptance (Rodrigues et al , 2016; Rozmi et al , 2019; Venkatesh et al , 2012). As for social influence, studies have shown that it is a direct determinant of behavioral intention to adopt new technology (Abdat, 2020; Rozmi et al , 2019). Finally, past research indicates that the perceived availability of technical and organizational resources (i.e.…”

Section: Discussionmentioning

confidence: 99%

Building social media-based knowledge ecosystems for enhancing business resilience through mass collaboration

Pauleen

Taşkın

et al. 2021

IJOA

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Purpose The outbreak of COVID-19 is one of the most serious health events in recent times. In the business landscape, its effects may be more detrimental to micro-, small- and medium-sized enterprises (MSMEs) because they tend to have limited financial and human resources to manage the challenges caused by COVID-19. To help MSMEs enhance their resilience, this paper aims to discuss how they can leverage mass collaboration to build social media-based knowledge ecosystems to manage interactions among internal and external stakeholders for knowledge creation and innovation. Design/methodology/approach The paper proposes a model for MSMEs to build an online knowledge ecosystem and a standalone text analytics tool to use the advanced data analytics, e.g. topic modeling, to analyze and aggregate collective insights. Design science research methodology is used to develop the model and the tool. Findings Through mass collaboration using social media and advanced data analytics technology, MSMEs can generate new business ideas, leading to enhanced resilience to meet the challenges caused by COVID-19 or other unexpected or extraordinary circumstances, such as natural disasters and financial crises. Originality/value To the best of authors’ knowledge, this paper is one of the first papers in social media adoption for knowledge creation and innovation research, providing detailed approaches for MSMEs to build a knowledge ecosystem on social media and to use advanced data analytics to mine the meaning of the generated data.

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“…Besides, those involved in research works in this field have further agreed that social influence is an essential factor in the process of accepting new technologies (Cheung et al, 2011). For instance, a study conducted by Abdat (2020) has found that social influence significantly impacts the adoption of social media apps among Indonesian small and medium-sized enterprises. Nonetheless, an empirical study on the adoption of e-commerce in the SME sector by Punjab by Batra and Arora (2020) also revealed that social influence was a significant determinant.…”

Section: Social Influencementioning

confidence: 99%

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

Patrick¹,

Hee²

2021

JSSH

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The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed.

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Using UTAUT Model to Predict Social Media Adoption among Indonesian SMEs

Cited by 17 publications

References 64 publications

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Building social media-based knowledge ecosystems for enhancing business resilience through mass collaboration

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

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