Publication:
Drivers of social media use among�SMEs and its impact on�brand awareness and customer engagement

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dc.citedby0
dc.contributor.authorAlkhasoneh O.M.en_US
dc.contributor.authorJamaludin H.en_US
dc.contributor.authorBin Zahar A.R.en_US
dc.contributor.authorAl-Sharafi M.A.en_US
dc.contributor.authorid59344886600en_US
dc.contributor.authorid57196416207en_US
dc.contributor.authorid57216607750en_US
dc.contributor.authorid57196477711en_US
dc.date.accessioned2025-03-03T07:46:05Z
dc.date.available2025-03-03T07:46:05Z
dc.date.issued2024
dc.description.abstractPurpose: Despite the widespread use of social media globally, SMEs exhibit a below-average adoption rate. This raises critical questions about the reasons behind SMEs' limited engagement with this ubiquitous platform. The primary objective of this research is to explore the factors influencing the utilization of social media by small and medium-sized enterprises (SMEs) and assess its influence on brand awareness and customer engagement in the Jordanian context. Design/methodology/approach: This study utilizes a quantitative research approach to examine SMEs' adoption of social media. Data are collected from 290 SMEs in Jordan through paper-based and online surveys employing purposive sampling. The validity of the proposed model is confirmed using a partial least squares (PLS) approach, specifically employing SmartPLS 4 for analysis. Findings: The results reveal that the examined model successfully captures the dynamics of social media usage among SMEs, shedding light on the significant drivers influencing their decision to use social media in their activities. The findings also underscore the pivotal role of social media usage in SMEs, particularly in enhancing brand awareness and fostering customer engagement within the Jordanian business landscape. Originality/value: This study significantly contributes to the existing literature by highlighting the practical implications of social media activity, specifically in the context of SMEs. Using the UTAUT2 model to examine the drivers of social media use among SMEs and extend it to assess the broader impact of social media usage on brand awareness and customer engagement adds uniqueness to the study, providing a more nuanced view of social media usage in the SME sector. ? 2024, Emerald Publishing Limited.en_US
dc.description.natureArticle in pressen_US
dc.identifier.doi10.1108/APJBA-02-2024-0102
dc.identifier.scopus2-s2.0-85205047819
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85205047819&doi=10.1108%2fAPJBA-02-2024-0102&partnerID=40&md5=92d313a9571e257091ade291dbaf432e
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/36956
dc.publisherEmerald Publishingen_US
dc.sourceScopus
dc.sourcetitleAsia-Pacific Journal of Business Administration
dc.titleDrivers of social media use among�SMEs and its impact on�brand awareness and customer engagementen_US
dc.typeArticleen_US
dspace.entity.typePublication
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