Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India

A SEM-ANN analysis to examine impact of artificial intelligence technologies on sustainable performance of SMEs

This study investigates the impact of Artificial Intelligence (AI) adoption on the sustainable performance of small and medium-sized enterprises (SMEs). Employing a hybrid quantitative approach, this research combines Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Networks (ANN) to examine the influence of various organizational, technological, and external factors on AI adoption. Key factors considered include top management support, employee capability, customer pressure, complexity, vendor support, and relative advantage. Data collected from 305 SMEs across multiple sectors were analyzed. The results reveal that all the proposed factors significantly and positively affect AI adoption, with top management support, employee capability, and relative advantage being the most influential predictors. Additionally, the adoption of AI technologies substantially enhances the economic, social, and environmental performance of SMEs, reflecting improvements in operational efficiency, cost reduction, and social value creation. The ANN results confirm the robustness of the SEM findings, highlighting the critical role of AI in driving sustainability outcomes. Furthermore, the study emphasizes the positive mediation effects of AI adoption on organizational performance, indicating that AI adoption serves as a key enabler in achieving both short-term operational gains and long-term sustainability objectives. This research contributes to the understanding of AI's transformative role in enhancing the sustainable performance of SMEs in developing economies, offering strategic insights for both policymakers and business leaders.

Users' willingness to adopt metaverse drawing on flow theory: An empirical study using PLS-SEM and FsQCA

As a rapidly developing information technology in recent years, the metaverse has significantly transformed how we live, learn, and work. In order to accelerate the use of metaverse technology and promote users' acceptance of the metaverse, this study constructs an integrated model based on flow theory and use and satisfaction theory, to further explore the factors affecting users' acceptance of the metaverse. A total of 265 valid questionnaires were obtained through a situational questionnaire survey. Considering the limitations of a single analysis technique, we use two methods to analyze the data. Among them, the symmetric PLS-SEM method is mainly used to analyze the effects of single variables, while the asymmetric fsQCA method is used to analyze the combined effects of variables. The PLS-SEM results manifest that flow experience, perceived risk, and personal innovation directly influence users' acceptance of the metaverse, while perceived cost has no effect. Simultaneously, interactivity, presence, and social presence indirectly affect users' acceptance of the metaverse, while informativeness and enjoyment have no indirect effect. Significantly, fsQCA unveiled five configurations resulting in a high user acceptance of the metaverse, as well as six configurations leading to a negative acceptance. The complementary findings from PLS-SEM and fsQCA offer valuable insights for both theoretical understanding and practical implementation.

Locus of control, environment, and small-medium business performance in pilgrimage tourism: The mediating role of product innovation

Small and medium businesses in pilgrimage tourism are one of the most vulnerable sectors in the post-pandemic due to product innovation and business activities. This study aims to investigate the impact of locus of control and environment on business performance, as well as to examine the role of product innovation. The data of this research were retrieved using a self-administered survey from small and medium businesses on Islamic pilgrimage in East Java of Indonesia. Using structural equation modeling, the findings indicate that locus of control and environment can support product innovation and small-medium business performance. Furthermore, this present research shows that there is a robust link between product innovation and performance. This research also reveals that product innovation partially mediates the link between locus of control and business performance, as well as the environment and small-medium business performance in pilgrimage tourism. These findings raise the need for small and medium enterprises to take the initiative for product innovations to escalate business performance.

Online marketing and brand awareness for HEI: A review and bibliometric analysis

Background

This study conducted a comprehensive bibliometric analysis to identify the gaps in the existing literature related to Online marketing and brand awareness strategies for HEI. It has evaluated the current state of the literature on the given topic showing the pivotal role of online marketing and brand awareness in higher education for enrollment.

Methods

The study used a web-based application, Biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022. The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study.

Results

We found that HEI online marketing and brand awareness have not been explored much as it has not reached the stage of maturity. Most of the publication was done during the time of Covid-19. Also, the role of brand awareness in student enrollment decisions for HEI requires more investigation. Top most publications their sources and top authors are identified.

Conclusions

Bibliometric analysis has provided valuable insights into the seminal work, emerging trends, and the gap in the study. This area of study has been explored but not as much as challenges, and the effectiveness of online marketing tools like seo, sem,ppc and more has not been measured. Further, this paper allows researchers to study by examining the pattern of publications by seeing the different authorships, co-authors, collaborations, relevant sources, and citations. The insights of this paper will help education policymakers devise more creative strategies to increase enrollment, ensuring sustained relevance and competitive advantage in higher education institutions .

Determinants of cloud computing integration and its impact on sustainable performance in SMEs: An empirical investigation using the SEM-ANN approach

Although extant literature has thoroughly investigated the incorporation of cloud computing services, examining their influence on sustainable performance, particularly at the organizational level, is insufficient. Consequently, the present research aims to assess the factors that impact the integration of cloud computing within small and medium-sized enterprises (SMEs) and its subsequent effects on environmental, financial, and social performance. The data were collected from 415 SMEs and were analyzed using a hybrid SEM-ANN approach. PLS-SEM results indicate that relative advantage, complexity, compatibility, top management support, cost reduction, and government support significantly affect cloud computing integration. This study also empirically demonstrated that SMEs could improve their financial, environmental, and social performance by integrating cloud computing services. ANN results show that complexity, with a normalized importance (NI) of 89.14%, is ranked the first among other factors affecting cloud computing integration in SMEs. This is followed by cost reduction (NI = 82.67%), government support (NI = 73.37%), compatibility (NI = 70.02%), top management support (NI = 52.43%), and relative advantage (NI = 48.72%). Theoretically, this study goes beyond examining the determinants affecting cloud computing integration by examining their impact on SMEs' environmental, financial, and social performance in a comprehensive manner. The study also provides several practical implications for policymakers, SME managers, and cloud computing service providers.

A novel value-based multi-criteria decision making approach to evaluate new technology adoption in SMEs

The modern competition is moving quickly toward incorporating cutting-edge technological improvements to support Small and Medium Enterprises (SMEs) in enhancing their business models. Making decisions regarding implementing new technologies in SMEs is a challenging process driven by the continuous new advances in the technology industry. Important operational process decisions, such as organizational investment costs, technology acquisition, maintenance, customer experience, employee training for the proper use of each technology, reliability requirements, and security needs, must be made very carefully for such adoptions. In this research, a novel multi-criteria decision-making process model is presented to help SME decision-makers choose the optimal technology from a list of desirable choices. The proposed approach makes use of a weighted multi-criteria decision model to rank parameters by combining many criteria that are crucial in choosing the best-suited technology. A literature review and expert opinion are utilized to pinpoint key decision-makers for the adoption of technological innovation. Specialists had reviewed the proposal in the field, and early findings suggest that it might be helpful to SME decision-makers in promoting customer value and firm performance.

Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19

This study aims to identify the factors that influence the use of digital marketing by SMEs in Medellín during COVID-19, proposing five factors that influence the use of these digital tools by 120 SMEs in Medellín, Colombia. The research was carried out under an exploratory factorial analysis, with a quantitative approach and an exploratory-descriptive scope. For data analysis, the levels of association between the constructs of the conceptual model and the intention to use these virtual tools were estimated, using Cramer’s V coefficient. The results identify the benefits perceived by customers, the perceived advantages of using digital tools, and business optimization as the key factors in predicting their acceptance and use. It is concluded that the most used digital marketing strategies are the content and web sites of Instagram and Facebook. As the main implications, the study contributes to understanding the behavior of companies regarding technological change which could help to identify needs and successful strategies that ensure the continuity and sustainability of this business sector. As limitations, the hypotheses were tested in a single context, so it is necessary to compare these results in developed countries to contribute to a global approach. In addition, only marketing professionals who held operational positions were surveyed, so future managers and leaders of the marketing area should be included in the studies.

An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach

The aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands in Pakistan. Convenient sampling technique was used to collect data from targeted respondents. Collected data was analyzed using Smart-PLS 3.3 version. Results express that subjective norms, image, efficiency and satisfaction have positive and significant impact on perceived usefulness and intention to use social media sites in B2B context within Pakistani fashion brands. Results further reveal that perceived usefulness partially mediates the relationship between subjective norms, image, efficiency, satisfaction and intention to use social media sites. This study will enhance the available literature in the area of technology acceptance model (TAM) and will provide useful insights to B2B managers to use efficiently use social media sites for the promotion of their brands. This study is limited to fashion brands, future researchers can expand this model to other area of business.

Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana

Social media is gradually transforming diverse business ecosystems due to the limitless capabilities they offer. Given this, emerging businesses across the globe are leveraging this innovation to improve their operations. While the literature on the usage of social media by small and medium enterprises (SMEs) is still emerging, the outcomes from existing research have not been coherent. Amid this, limited empirical evidence has been adduced on the affordance of the technology for the SME ecosystem in developing economies, particularly Ghana. Following this, this study aims to fill this research gap by investigating the impact of social media usage on the long-term sustainability of SMEs, specifically in Ghana. Using empirical data from 424 respondents who are representatives of manufacturing SMEs in Ghana, using SmartPLS techniques, the study confirmed that, generally, social media usage does not only have a positive impact on SMEs but drastically drives their motivations towards resilience and sustainability. The results further revealed a positive and significant effect of social media usage value creation, business connections and opportunities on SMEs’ sustainability. This study contributes to knowledge of social media usage and sustainability from a developing country’s perspective. This study offers several implications for theory and practice.

Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic

The aim of the research is to gain an understanding of consumer behavior in developing countries in the electronic environment. For this purpose, the four constructs of the PREVEINCOSA scale were analyzed: purchase intention as the dependent variable and trust, perceived value, and satisfaction as the determining variables of the former. For this purpose, by means of convenience sampling, an online questionnaire was shared with citizens in Mexico, Peru, and Colombia. A total of 330 questionnaires were collected from people who knew or had bought clothes in an online shop of the small company. Structural equation modeling (SEM) was used to validate the model and test the hypotheses. The results indicate that trust and satisfaction directly and positively influence value perception and online purchase intention and that value perception directly and positively influences online purchase intention of the small business consumer in Mexico, Peru, and Colombia. These results may be useful for the small fashion business sector in developing countries since it is observed that the online sales channel is not yet developed, which makes it necessary to develop strategies to reach customers in a more effective way. On the other hand, given the importance of this sector for the economy of developing countries, this study can be useful to governments who can establish public policies to provide training and technical assistance to benefit the development and competitiveness of this sector.

Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity

Purpose

Digital platform users not only consume but also produce communication related to their experiences. Although service research has explored users' motivations to communicate and focused on outcomes such as electronic word-of-mouth (eWOM), it remains largely unexplored how users iteratively interact with communication artifacts and potentially create value for themselves, other users and service providers. The purpose of this paper is, thus, to introduce communicative affordances as a framework to advance user-created communication (UCC) in service.

Design/methodology/approach

Drawing from the literature in communication, service research and interactive marketing, an affordance perspective on UCC in service is introduced.

Findings

Three UCC affordances for the service context are presented – interactivity, visibility and anonymity – opportunities and challenges for service providers associated with these affordances are discussed and, finally, affordance-specific research questions and general recommendations for future research are offered.

Research limitations/implications

By conceptualizing UCC in service from an affordances perspective, this paper moves beyond the traditional sender–receiver communication framework and emphasizes opportunities and challenges for service research and practice.

Practical implications

Instead of focusing separately on specific technologies or user behaviors, it is recommended that service managers adopt a holistic perspective of user goals and motivations, use experiences and platform design.

Originality/value

By conceptualizing UCC as an augmenting, dialogical process concerning users’ experiences, and by introducing communicative affordances as a framework to advance UCC in service, an in-depth understanding of the diverse and ever-evolving landscape of communication in service is offered.

Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support

Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After reviewing the existing literature and technology adoption model, a theoretical model is developed, which is then validated using a structural equation modeling technique to analyze 304 samples of Indian SMEs that use different social media marketing applications in their enterprises. This study confirmed that SMM tools significantly and positively improve the sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable business growth of SMEs.

Building social media-based knowledge ecosystems for enhancing business resilience through mass collaboration

Purpose

The outbreak of COVID-19 is one of the most serious health events in recent times. In the business landscape, its effects may be more detrimental to micro-, small- and medium-sized enterprises (MSMEs) because they tend to have limited financial and human resources to manage the challenges caused by COVID-19. To help MSMEs enhance their resilience, this paper aims to discuss how they can leverage mass collaboration to build social media-based knowledge ecosystems to manage interactions among internal and external stakeholders for knowledge creation and innovation.

Design/methodology/approach

The paper proposes a model for MSMEs to build an online knowledge ecosystem and a standalone text analytics tool to use the advanced data analytics, e.g. topic modeling, to analyze and aggregate collective insights. Design science research methodology is used to develop the model and the tool.

Findings

Through mass collaboration using social media and advanced data analytics technology, MSMEs can generate new business ideas, leading to enhanced resilience to meet the challenges caused by COVID-19 or other unexpected or extraordinary circumstances, such as natural disasters and financial crises.

Originality/value

To the best of authors’ knowledge, this paper is one of the first papers in social media adoption for knowledge creation and innovation research, providing detailed approaches for MSMEs to build a knowledge ecosystem on social media and to use advanced data analytics to mine the meaning of the generated data.

Value co-creation and social media at bottom of pyramid (BOP)

Purpose

The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence.

Design/methodology/approach

A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents.

Findings

This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values.

Research limitations/implications

Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication.

Practical implications

The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations.

Originality/value

This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.

Digital transformation and entrepreneurship process in SMEs of India: a moderating role of adoption of AI-CRM capability and strategic planning

Purpose

The purpose of this study is to identify the determinants that could impact corporate digital entrepreneurship for the small and medium enterprises (SMEs) of India. The study also investigates the moderating role that adopting artificial intelligence (AI)-customer relationship management (CRM) capability and strategic planning has in corporate digital entrepreneurship.

Design/methodology/approach

With the inputs from literature and theories, a model has been developed conceptually. The model has been validated by partial least squares structural equation modeling technique with consideration of 315 usable respondents. The effects of the moderators have also been investigated by multigroup analysis.

Findings

The study highlights that perceived usefulness, perceived ease of use and willingness to change significantly impact corporate digital entrepreneurship for the SMEs of India. The study also highlights that the two moderators have significant impacts on the relationships between corporate digital entrepreneurship and its predictors.

Research limitations/implications

This study has developed a unique model, which provides effective inputs to the entrepreneurs of SMEs of emerging economies. These inputs will help entrepreneurs to frame their policies to improve the existing traditional practices and processes that could be transformed into more digitalization for improving efficiency of their corporate digital entrepreneurial activities.

Originality/value

There are no studies which investigated how perceived usefulness, perceived ease of use and willingness to change could impact corporate digital entrepreneurship with the moderating effects of adoption of AI-CRM capability and strategic planning, as concerns SMEs of emerging economies. In this regard, this study is deemed to be a unique attempt.

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

Previous studies have largely explored corporate social responsibility (CSR) for organization-centric outcomes to achieve organizational performance, organizational commitment, or organizational citizenship behavior. However, the importance of CSR to achieve customer-centric outcomes is underexplored to date. Contemporary researchers have recently turned their attention toward CSR from the viewpoint of customer-centric outcomes. Therefore, the present study attempts to test the influence of CSR communication on social media and customer loyalty in the banking sector of a developing economy in times of crisis. This study also investigates the mediating effect of electronic word of mouth (E-WOM) with this relationship. The data of the present study were collected from different banking customers using a self-administered questionnaire. The empirical findings of this study validated that the CSR communication of a bank on social media increases customer loyalty, and E-WOM partially mediates this relationship. This study will be helpful for the banking sector to understand the importance of CSR communication to increase customer loyalty, which is very important for every bank in times of crisis.

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

Gaining Trust in the Digital Age: The Potential of Social Media for Increasing the Competitiveness of Small and Medium Enterprises

Trust in information originating from a company is becoming essential, as consumer preferences are increasingly versatile and oriented towards credence attributes. Social media, which emerged as a dominant means of online communication, might help increase consumers’ trust in companies. The paper empirically investigates a conceptual trust-building mechanism that could occur on companies’ social media pages. A survey was conducted among social media users in Belgrade (Serbia). The collected data were analyzed using covariance-based structural equation modeling. It confirmed that in an interactive environment of companies’ social media pages, trust can be built towards two objects. The first one is trust among consumers, and the second one is trust towards a company. The results also confirm a connection between trust and an intention to purchase, both being also related to a consumer’s willingness to obtain information. Therefore, the result can serve as a basis for creating more effective marketing campaigns where a company is the source of information regarding credence (added-value) attributes of its products.

An Empirical Investigation and Conceptual Model of Perceptions, Support, and Barriers to Marketing in Social Enterprises in Bangladesh

Existing studies on social enterprises offer conflicting and contrasting perspectives on the impact of social enterprises on developing countries. Although several studies focused on social enterprises in developing countries, an empirical study that examines how social enterprises develop marketing strategies in an increasingly interconnected digital marketing environment is lacking. The current study empirically investigated the effects of consumer perceptions on social enterprises’ marketing strategies in a developing country and, in particular, the perceptions of, and barriers to, social enterprises in Bangladesh. Drawing on the technology–organisation–environment framework and a social constructionist perspective, 22 in-depth interviews were conducted with individuals from social enterprises. The emergent data were analysed using thematic analysis. The current study proposed an enabler and impediment social enterprise conceptual framework. The present study suggests that social enterprise engenders self-reliance and community empowerment, however, technological imbalance and infrastructures are the key impediments to adoption of effective social enterprise. Our analysis contributes to the theory of social enterprises’ marketing strategies and barriers, and suggests practical lessons in managing social enterprises and the development of marketing strategies

What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the "Digital Service Usage Satisfaction Model"

Mobile payment services have become increasingly important in daily lives in India due to multiple planned and unplanned events. The objective of this study is to identify the determinants of usage satisfaction of mobile payments which could enhance service adoption. The "Digital Service Usage Satisfaction Model" has been proposed and validated by combining technology adoption and service science literature. First the data was extracted from Twitter based on hashtags and keywords. Then using sentiment mining and topic modelling the large volumes of text were analysed. Then network science was also used for identifying clusters among associated topics. Then, using content analysis methodology, a theoretical model was developed based on literature. Finally using multiple regression analysis, we validated the proposed model. The study establishes that cost, usefulness, trust, social influence, credibility, information privacy and responsiveness factors are more important to increase the usage satisfaction of mobile payments services. Also methodologically, this is an endeavour to validate a new approach which uses social media data for developing a inferential theoretical model.

Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption

Small and medium enterprises (SMEs) have become a vibrant and dynamic sector of the world economy. Information technology plays a vital role in improving the productivity and competitiveness of SMEs. The dynamic business environment has brought fierce competition among SMEs and, therefore, requires the owners to interact with internal and external members actively. Hence, this study aims to investigate the impact of technology, organization, and environment as important factors in the performance of small and medium-sized enterprises. It also examines the mediating role of social media adoption. Items were developed to measure the various purposes of social media use in organizations, which contribute to increasing the measurement of social media usage. For the empirical investigation, this paper used a closed-ended questionnaire. Using a quantitative method, we observed 423 responses through structural equation modeling. The findings of the study indicate that technology, organization, and the environment play effective roles for SME performance. More importantly, social media adoption positively mediates the relationship between technology, organization, environment, and SME performance. The study also helps organizations realize the advantages of using social media and specifies the rationale behind an organization’s investment in social media.

Bring Your Own Device (BYOD) as reversed IT adoption: Insights into managers' coping strategies

The adoption of Bring Your Own Device (BYOD), initiated by employees, refers to the provision and use of personal mobile devices and applications for both private and business purposes. This bottom-up phenomenon, not initiated by managers, corresponds to a reversed IT adoption logic that simultaneously entails business opportunities and threats. Managers are thus confronted with this unchosen BYOD usage by employees and consequently adopt different coping strategies. This research aims to investigate the adaptation strategies embraced by managers to cope with the BYOD phenomenon. To this end, we operationalized the coping model of user adaptation (CMUA) in the organizational decision-making context to conduct a survey addressing 337 top managers. Our main results indicate that the impact of the CMUA constructs varies according to the period (pre- or post-implementation). The coping strategies differ between those who have already implemented measures to regulate BYOD usage and those who have not. We contribute to theory by integrating the perception of BYOD-related opportunities and threats and by shedding light on the decisional processes in the adoption of coping strategies. The managerial contributions of this research correspond to the improved protection of corporate information and the maximization of BYOD-related benefits.

Adoption of Automatic Warehousing Systems in Logistics Firms: A Technology–Organization–Environment Framework

The adoption of automatic warehousing systems, a type of green technology, has been an emerging trend in the logistics industry. In this study, we develop a conceptual model using a technology–organization–environment framework to investigate the factors which influence logistics firms to adopt green technology. Our model proposes that the adoption of green technology is influenced by perceived advantage, cost, technological turbulence, business partner influence, firm size, firm scope and operational performance. The objective of this study is to identify the conditions, as well as the contributing factors, for the adoption of automatic warehousing systems in logistics firms. Data were collected from 98 firms in China, and structural equation modeling with partial least squares is adopted to analyze the data. The results suggest that high perceived relative advantage, firm size, cost, firm scope, operation performance, technological turbulence and influence of business partners are important factors affecting IT adoption in small businesses. Therefore, decision support should be provided for enterprises from the three aspects of technology, organization and environment to improve the adoption of automatic warehousing systems.