The Impact of Social Media Marketing Adoption on Homemade Food Start-ups Performance

被引：0

作者：

Harb, Lana ^{[1
]}

Al Khasawneh, Mohammad Hamdi ^{[2
]}

机构：

[1] Middle East Univ, E Mkt & Social Media Dept, Amman 11831, Jordan

[2] Princess Sumaya Univ Technol PSUT, E Mkt & Social Media Dept, Amman 11941, Jordan

来源：

INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT | 2024年 / 21卷 / 03期

关键词：

Social media marketing; TAM model; home-based enterprises; Jordan; interactivity; perceived value; critical mass; TECHNOLOGY ACCEPTANCE MODEL; PERCEIVED VALUE; INTENTION; COVID-19; SMES; ENTREPRENEURS; ANTECEDENTS; BUSINESSES; COMMERCE; BENEFITS;

D O I：

10.1142/S0219877024500226

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This study used TAM to achieve the objective of examining the impact of perceived ease of use (PEOU), perceived usefulness (PU), interactivity, perceived value (PV), and critical mass on business performance (BP) mediating buy social media marketing (SMM) adoption. An online survey was distributed to 174 participants in Jordanian homemade food start-ups. AMOS was used to evaluate a sample of 152 valid surveys. This study had seven hypotheses, all of which were supported. The results highlight that PEOU, PU, interactivity, PV, and critical mass have a significant positive impact on SMM adoption. Furthermore, this study found that SMM adoption has a significant impact on business performance. In addition, this study contributes to the existing knowledge related to SMM adoption and is valuable to enterprises.

引用

页数：33

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