scholarly journals Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator

SAGE Open ◽  
2022 ◽  
Vol 12 (1) ◽  
pp. 215824402110672
Author(s):  
Ghazanfar Ali Abbasi ◽  
Noor Fareen Abdul Rahim ◽  
Hongyan Wu ◽  
Mohammad Iranmanesh ◽  
Benjamin Ng Chee Keong
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Relative Advantage ◽  
Management Support ◽  
Competitive Industry ◽  
Industry Competition ◽  
Artificial Neural Network Ann ◽  
Medium Enterprises ◽  
Stage Analysis

In light of the growing role of social media marketing in the success of businesses and its low adoption rate among small and medium enterprises (SMEs), this study aims to identify determinants of SMEs’ social media marketing adoption by considering the competitive industry as a moderator. Data were collected from 214 SMEs in Malaysia. Unlike extant literature, this study proposed a dual-stage analysis involving partial least squares (PLS) technique and artificial intelligence named deep artificial neural network (ANN). The application of deep ANN architecture is used to predict 91% of accuracy for the proposed model. The results showed that perceived relative advantage, perceived cost, top management support, perceived competitor pressure, and perceived vendor pressure have a significant impact on social media marketing adoption. Furthermore, the competitive industry moderates the effects of competitive pressure and customer pressure on social media marketing adoption. The results of the study extend the literature on social media marketing by illustrating the influence of technological, organizational, and environmental (TOE) factors on social media marketing adoption among SMEs concerning the extent of industry competition. The results of the study enable policymakers and managers of SMEs to understand the factors that influence social media marketing adoption in both competitive and non-competitive industries and invest effectively in digital marketing.

scholarly journals Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

2020 ◽  
Vol 14 (16) ◽  
pp. 150
Author(s):  
Torboon Puangmaha ◽  
Tatri Taiphapoon ◽  
Pakpachong Vadhanasindhu ◽  
Sukree Sinthupinyo
Keyword(s):  
Social Media ◽  
Design Thinking ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Design And Technology ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Application Development ◽  
Medium Enterprises ◽  
Industry Professionals

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

scholarly journals Prioritizing Technology Adoption Dynamics among SMEs

TEM Journal ◽  
2020 ◽  
pp. 983-991
Author(s):  
Mohammad Naushad ◽  
Sulphey M. M
Keyword(s):  
Information And Communication Technologies ◽  
Small And Medium Enterprises ◽  
Personal Characteristics ◽  
Ease Of Use ◽  
Relative Advantage ◽  
Management Support ◽  
Ict Adoption ◽  
Information And Communication ◽  
Medium Enterprises ◽  
Relevant Factors

Though Small and Medium Enterprises (SMEs) are engines of growth, due to multiple reasons they are low in adoption of digitalization and technology. This paper seeks to provide a framework to prioritize the factors/dynamics towards adoption of information and communication technologies (ICT). Through review of literature and applying Analytical Hierarchy Process (AHP), relevant factors have been chalked out and arranged in terms of priority. The findings indicate SMEs adopt ICT to have a relative advantage over competitors. Affordability, ease of use, value creation and productivity are top priority reasons. Profitability and top management support are other prime factors that stimulate ICT adoption. Other relevant factors include technological self-efficacy and personal characteristics of entrepreneurs.

scholarly journals Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

Adoption of Industrial IoT (IIoT) in Auto-Component Manufacturing SMEs in India

2019 ◽  
Vol 32 (2) ◽  
pp. 52-75 ◽  
Author(s):  
Brijesh Sivathanu
Keyword(s):  
Small And Medium Enterprises ◽  
Control Variable ◽  
Relative Advantage ◽  
Primary Data ◽  
Management Support ◽  
Industrial Iot ◽  
Component Manufacturing ◽  
The Government ◽  
Medium Enterprises ◽  
Auto Component

This article investigates the adoption of Industrial Internet-of-Things (IIoT) in Auto-Component Manufacturing SMEs (ACM SMEs) in the context of a developing country like India by using the Technology-Organization-Environment (TOE) framework. This research surveyed Information & Communication Technology (ICT) officers, managers and owners of 320 ACM SMEs in India using a structured questionnaire to understand the adoption of IIoT. The primary data was analyzed using the PLS-SEM technique. It was found that IIoT expertise, IIoT infrastructure, relative advantage, compatibility, cost, security, organizational readiness, top management support, competitive pressure, and support from technology vendors are factors that affect the adoption of IIoT. This article considered organization size as the control variable. The results show that it does not have a significant effect on the adoption of IIoT. ACM SMEs are one of the important sectors adopting IIoT. This article provides valuable insights to their managers and IIoT vendors. It also suggests key inputs to the government officials involved in the ‘Make in India' initiative of Government of India (GoI) and Ministry of Micro, Small and Medium Enterprises (MSME).

Adoption of Industrial IoT (IIoT) in Auto-Component Manufacturing SMEs in India

2021 ◽  
pp. 719-746
Author(s):  
Brijesh Sivathanu
Keyword(s):  
Small And Medium Enterprises ◽  
Control Variable ◽  
Relative Advantage ◽  
Primary Data ◽  
Management Support ◽  
Government Officials ◽  
Component Manufacturing ◽  
The Government ◽  
Medium Enterprises ◽  
Auto Component

This article investigates the adoption of Industrial Internet-of-Things (IIoT) in Auto-Component Manufacturing SMEs (ACM SMEs) in the context of a developing country like India by using the Technology-Organization-Environment (TOE) framework. This research surveyed Information & Communication Technology (ICT) officers, managers and owners of 320 ACM SMEs in India using a structured questionnaire to understand the adoption of IIoT. The primary data was analyzed using the PLS-SEM technique. It was found that IIoT expertise, IIoT infrastructure, relative advantage, compatibility, cost, security, organizational readiness, top management support, competitive pressure, and support from technology vendors are factors that affect the adoption of IIoT. This article considered organization size as the control variable. The results show that it does not have a significant effect on the adoption of IIoT. ACM SMEs are one of the important sectors adopting IIoT. This article provides valuable insights to their managers and IIoT vendors. It also suggests key inputs to the government officials involved in the ‘Make in India' initiative of Government of India (GoI) and Ministry of Micro, Small and Medium Enterprises (MSME).

AN EMPIRICAL ANALYSIS OF FACTORS INFLUENCING INTERNET/E-BUSINESS TECHNOLOGIES ADOPTION BY SMES IN CANADA

2011 ◽  
Vol 10 (04) ◽  
pp. 731-766 ◽  
Author(s):  
PRINCELY IFINEDO
Keyword(s):  
Diffusion Of Innovation ◽  
Small And Medium Enterprises ◽  
External Pressure ◽  
Government Support ◽  
Relative Advantage ◽  
Management Support ◽  
Research Model ◽  
Complexity Management ◽  
Business Operations ◽  
Medium Enterprises

Small and medium enterprises (SMEs) around the world engage in e-commerce and e-business to support business operations as well as to enhance revenue generation from nontraditional sources. Internet and e-business technologies (IEBT) are the pillars of e-commerce and e-business. Despite the universal appeal of IEBT, it has been reported that the adoption of such technologies by SMEs is influenced by contextual imperatives. The objective of this research is to investigate factors impacting the adoption of IEBT in SMEs based in the Maritime region of Canada. A research model based on the diffusion of innovation (DIT) and the Technology–Organization–Environment (TOE) frameworks was used to guide the discourse. Such factors as relative advantage, compatibility, complexity, management support, organizational readiness, external pressure, and government support were used to develop relevant hypotheses. Questionnaires were mailed to key informants in SMEs. Data analysis was performed using the partial least squares (PLS) technique. Predictions related to relative advantage, management support, and competition's pressure were confirmed. The study did not support the constructs of compatibility, complexity, government support, customers' and partners' pressures as significant predictors of IEBT adoption by the SMEs in the region.

scholarly journals Benefits and challenges in adopting social media for SMEs: A case from Bangladesh

2021 ◽  
Vol 2 (3) ◽  
pp. 171-185
Author(s):  
Most. Tahura Pervin ◽  
◽  
Bipul Kumar Sarker ◽  
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Field Studies ◽  
Relative Advantage ◽  
Innovative Management ◽  
Toe Framework ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Structured Questionnaire ◽  
Significant Factors

Abstract Purpose: The purpose of this study was to identify the challenges, Benefits, and various determinants which play an important role in adopting social media among small and medium-sized enterprises (SMEs) in Bangladesh, based on the (Technology-Organization-Environment) TOE Model. The TOE framework seeks to understand the significant factors influencing the decision to adopt social media in SMEs in Bangladesh. Research methodology: In the study, a random sampling method was used to select a representative sample from the existing active SMEs in different regions of Bangladesh. A structured questionnaire was designed to measure constructs such as relative advantage. Preliminary data were collected from 365 small and medium enterprises through field studies. Then the survey data were analyzed using logistic regression (L.R.) of the independent variables included in the TOE framework Results: The outcomes of the study found that only 5 variables: relative advantage, complexity, consistency, top management's assistance, and innovative management factors significantly influence SMEs' decisions to adopt social media. Limitations: The busy schedules of the respondents are key limitations for the study along with the study area. If the study could explore more districts besides Dhaka city, then the study outcomes would be more extensive. Contribution: The results from this study will help SME foundations, research institutes, and government policymakers to formulate strategies for optimal use of social media in SMEs.

scholarly journals Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110066
Author(s):  
Sunday C. Eze ◽  
Vera C. A. Chinedu-Eze ◽  
Hart O. Awa
Keyword(s):  
Social Media ◽  
Success Factors ◽  
Developing Economies ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Western World ◽  
Treatment Technique ◽  
Snowball Sampling ◽  
Marketing Technology ◽  
Medium Enterprises

In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative, involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques. However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who would rely on the extended framework to get audiences continually satisfied.

Sign in / Sign up

Export Citation Format

Share Document