Social Media in Micro-Enterprises
<p dir="ltr">Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such...
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| مؤلفون آخرون: | , |
| منشور في: |
2022
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| _version_ | 1864513522527895552 |
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| author | Savanid Vatanasakdakul (20185785) |
| author2 | Chadi Aoun (23275540) Yuniarti Hidayah Suyoso Putra (12301622) |
| author2_role | author author |
| author_facet | Savanid Vatanasakdakul (20185785) Chadi Aoun (23275540) Yuniarti Hidayah Suyoso Putra (12301622) |
| author_role | author |
| dc.creator.none.fl_str_mv | Savanid Vatanasakdakul (20185785) Chadi Aoun (23275540) Yuniarti Hidayah Suyoso Putra (12301622) |
| dc.date.none.fl_str_mv | 2022-06-01T06:00:00Z |
| dc.identifier.none.fl_str_mv | 10.4018/978-1-6684-6287-4.ch068 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/chapter/Social_Media_in_Micro-Enterprises/31444474 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Business systems in context Information and computing sciences Information systems Social media adoption Micro enterprises Retail industry Price value Structural equation modeling |
| dc.title.none.fl_str_mv | Social Media in Micro-Enterprises |
| dc.type.none.fl_str_mv | Text Chapter info:eu-repo/semantics/publishedVersion text |
| description | <p dir="ltr">Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.</p><h2 dir="ltr">Other Information</h2><p dir="ltr">Published in: Research Anthology on Social Media Advertising and Building Consumer Relationships<br>License: <a href="https://creativecommons.org/licenses/by/4.0/deed.en" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.4018/978-1-6684-6287-4.ch068" target="_blank">https://dx.doi.org/10.4018/978-1-6684-6287-4.ch068</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_aaa0d4816d084597ce878d48d9a51d47 |
| identifier_str_mv | 10.4018/978-1-6684-6287-4.ch068 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/31444474 |
| publishDate | 2022 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Social Media in Micro-EnterprisesSavanid Vatanasakdakul (20185785)Chadi Aoun (23275540)Yuniarti Hidayah Suyoso Putra (12301622)Commerce, management, tourism and servicesBusiness systems in contextInformation and computing sciencesInformation systemsSocial media adoptionMicro enterprisesRetail industryPrice valueStructural equation modeling<p dir="ltr">Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.</p><h2 dir="ltr">Other Information</h2><p dir="ltr">Published in: Research Anthology on Social Media Advertising and Building Consumer Relationships<br>License: <a href="https://creativecommons.org/licenses/by/4.0/deed.en" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.4018/978-1-6684-6287-4.ch068" target="_blank">https://dx.doi.org/10.4018/978-1-6684-6287-4.ch068</a></p>2022-06-01T06:00:00ZTextChapterinfo:eu-repo/semantics/publishedVersiontext10.4018/978-1-6684-6287-4.ch068https://figshare.com/articles/chapter/Social_Media_in_Micro-Enterprises/31444474CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/314444742022-06-01T06:00:00Z |
| spellingShingle | Social Media in Micro-Enterprises Savanid Vatanasakdakul (20185785) Commerce, management, tourism and services Business systems in context Information and computing sciences Information systems Social media adoption Micro enterprises Retail industry Price value Structural equation modeling |
| status_str | publishedVersion |
| title | Social Media in Micro-Enterprises |
| title_full | Social Media in Micro-Enterprises |
| title_fullStr | Social Media in Micro-Enterprises |
| title_full_unstemmed | Social Media in Micro-Enterprises |
| title_short | Social Media in Micro-Enterprises |
| title_sort | Social Media in Micro-Enterprises |
| topic | Commerce, management, tourism and services Business systems in context Information and computing sciences Information systems Social media adoption Micro enterprises Retail industry Price value Structural equation modeling |