Social media in micro-enterprises: Exploring adoption in the Indonesian retail sector

Vatanasakdakul, Savanid, Aoun, Chadi and Putra, Yuniarti Hidayah Suyoso ORCID: https://orcid.org/0000-0002-5070-6138 (2022) Social media in micro-enterprises: Exploring adoption in the Indonesian retail sector. In: Research Anthology on Social Media Advertising and Building Consumer Relationships. IGI Global, Hershey PA, USA 17033, pp. 1285-1307. ISBN 9781668462881 UNSPECIFIED : UNSPECIFIED.

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Abstract

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.

Item Type:	Book Section
Keywords:	social media; micro enterprises; task technology fit; UTAUT
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150302 Business Information Systems 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150314 Small Business Management
Divisions:	Faculty of Economics > Department of Accounting
Depositing User:	Yuniarti Hidayah Suyoso Putra
Date Deposited:	18 Dec 2024 09:22

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