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
收藏
页数：33
相关论文
共 50 条
  • [11] Source of funding and specialized competences: the impact on the innovative performance of start-ups
    Errico, Fabrizio
    Petruzzelli, Antonio Messeni
    Panniello, Umberto
    Scialpi, Angelo
    [J]. JOURNAL OF KNOWLEDGE MANAGEMENT, 2024, 28 (02) : 564 - 589
  • [12] Financial performance and global start-ups: the impact of knowledge management practices
    Battisti, Enrico
    Alfiero, Simona
    Quaglia, Roberto
    Yahiaoui, Dorra
    [J]. JOURNAL OF INTERNATIONAL MANAGEMENT, 2022, 28 (04)
  • [13] Impact of Team Diversity and Conflict on Project Performance in Indonesian Start-Ups
    Hartono, Budi
    Dzulfikar, Luthfi
    Damayanti, Retno
    [J]. JOURNAL OF INDUSTRIAL ENGINEERING AND MANAGEMENT-JIEM, 2020, 13 (01): : 155 - 178
  • [14] The life expectancy of tech start-ups in India: what attributes impact tech start-ups' failures?
    Kalyanasundaram, Ganesaraman
    Ramachandrula, Sitaram
    Hillemane, Bala Subrahmanya Mungila
    [J]. INTERNATIONAL JOURNAL OF ENTREPRENEURIAL BEHAVIOR & RESEARCH, 2021, 27 (08): : 2050 - 2078
  • [15] Start-ups -: Business incubation and social capital
    Tötterman, H
    Sten, J
    [J]. INTERNATIONAL SMALL BUSINESS JOURNAL, 2005, 23 (05) : 487 - 511
  • [16] The Impact of Initial Intellectual Property Decisions of Start-Ups on Innovation Performance
    Li, Hong
    Gan, Mengge
    Zhang, Yibin
    [J]. ENTREPRENEURSHIP RESEARCH JOURNAL, 2023,
  • [17] The Impact of Top Management Team Heterogeneity on The Performance of Technology Start-ups
    Zhang, Chunyu
    Wang, Chen
    Wang, Wangzhi
    [J]. EURASIA JOURNAL OF MATHEMATICS SCIENCE AND TECHNOLOGY EDUCATION, 2017, 13 (12) : 8057 - 8065
  • [18] An innovation adoption model of licensing-in for US start-ups
    Power, Bernadette
    Reid, Gavin C.
    [J]. ECONOMICS AND BUSINESS LETTERS, 2021, 10 (04): : 369 - 382
  • [19] IMPACT OF FINANCIAL RISK ON THE OPERATION OF START-UPS
    Pukala, Ryszard
    [J]. ACCESS-ACCESS TO SCIENCE BUSINESS INNOVATION IN THE DIGITAL ECONOMY, 2021, 2 (01): : 40 - 49
  • [20] The impact of ethnic diversity on microenterprise start-ups
    Churchill, Sefa Awaworyi
    Mishra, Vinod
    [J]. APPLIED ECONOMICS, 2018, 50 (40) : 4328 - 4342
12345