Abstract
The growing adoption of Social Media (SM) and its capability to help small and medium-sized businesses (SMEs) target large audiences simultaneously has transformed how small and medium businesses perform their routine operations. This study objectives to explore the dimensions that inspiration the SM adoption in SMEs Jordanian to enhance their financial and marketing performance and business technology use using the approach of Unified Theory of Acceptance and Use of Technology approach (UTAUT). Expected performance, Expected effort, Social impact, and Facilitation conditions as dimensions of the UTAUT Model, it’s generally agreed upon by previous studies and scholars, and not yet, the interest of managers, researchers, and policymakers to investigate (UTAUT) model in develo** countries specifically. To achieve this objective, quantitative research has been approved. A questionnaire was sent to 202 participants randomly designated SMEs in Amman and, 162 usable questionnaires were obtained, and data was tested with confirmatory factor analysis, and regression was used. The results of this research discovered that the (UTAUT) model had fitted to display 65% of the variance in social media behavioral managers. After the analysis, the results of the study indicated that all dimensions mentioned previously had significant and positive effects on Behavioral Intention (BI) to use Social Media in Jordanian SMEs. Based on these results, practical and theoretical implications are presented to researchers, SMEs’ managers, and owners. Output, create employment opportunities and improve global competitiveness.
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Alshourah, S., Altawalbeh, M., Jodeh, I., Hasan, M. (2023). Factors Affecting the Adoption of Social Media Among Jordanian SMEs Based on UTAUT Mode. In: Hamdan, A., Shoaib, H.M., Alareeni, B., Hamdan, R. (eds) The Implementation of Smart Technologies for Business Success and Sustainability. Studies in Systems, Decision and Control, vol 216. Springer, Cham. https://doi.org/10.1007/978-3-031-10212-7_13
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