| Author's Name: |
Gazi Md. Shakhawat Hossain, Maruf Hasan & Saira Fareen |
| Subject Area: |
Social Science and Humanities |
| Subject |
Business Management |
| Section |
Research Paper |
Keyword:
Small and Medium Enterprises (SMEs), Social Media, and Behavioral Intention.
Abstract
The aim of this study is to investigate the factors that influence the SME owners‘ behavioral intention to adopt social media in their current business operations. This study proposed a technology adoption and usage model with five core determinants of behavioral intention to adopt social media in SMEs. The data used to test the hypothesis were collected from 200 SME owners. Finally, the research model was analyzed using Structural Equation Modeling (SEM). The results indicated that performance expectancy, perceived feasibility, and technological competence (estimated p-value < 0.05) have significant effects on intention to adopt social media. However, perceived desirability, and propensity to act (estimated p-value > 0.05) does not affect behavioral intention. The decision-makers would allow designing and implementing policies and strategies that emphasize the usefulness, efficiency, and the adequate help and guidance, and user privacy issues for increasing the adoption of social media during small business operations.