The Role Of The Use Of Social Media In Analyzing The Impact Of Organizations Using The Toe Framework On MSMES In Indonesia

Pradifera, Amalia Luthfya and Prasilowati, Sri Lestari and Ahmadi, Slamet and Safitri, Julia (2022) The Role Of The Use Of Social Media In Analyzing The Impact Of Organizations Using The Toe Framework On MSMES In Indonesia. Academy of Entrepreneurship Journal, 28 (1). pp. 1-11.

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19. THE ROLE OF THE USE OF SOCIAL MEDIA IN ANALYZING THE IMPACT OF ORGANIZATIONS USING THE TOE FRAMEWORK ON MSMES IN INDONESIA.pdf
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Abstract

This study investigates the factors influencing social media usage fowards micro and small enterprise using the TOE Framework. The TOE Framework respectfully stands for technological context, organizational context, and environmental context. The samples used in this study includes micro and small enterprise owners in Indonesia that actively uses social media for their business marketing purposes. This study uses Partial-Least-Squares-Structural- Equation-Modeling (PLS-SEM) for the path analysis of 310 responses from SME’s owners, executives, and managers using urposive sampling method. The technological context is represented by relative advantage, ompatibility, cost-effectiveness, structural assurance, and interactivity. The organizational context is represented by top management’s support and entrepreneurial orientation. The environmental context is represented by institutional pressure. This study hopes to help organizations understand the benefits of social media usage and provides a justification for investments in social media by organizations.

Item Type:	Article
Additional Information (ID):	23/B0062.pdf
Uncontrolled Keywords:	Social Media Marketing, Digital Marketing, Social Media Impact, Technology Impact, Micro, Small and Medium Enterprises.
Subjects:	000 Generalities > 000-009 Knowledge - Special Computer Methods (Ilmu Umum dan Komputer) > 006.754 Online Social Network (Situs Jejaring Sosial, Sosial Media) 300 Social Science > 330-339 Economics (Ilmu Ekonomi) > 338.9 Economic Development and Growth (Perkembangan Ekonomi, Pertumbuhan Ekonomi,Pemberdayaan Ekonomi, Usaha Kecil) 600 Technology and Applied Sciences > 650-659 Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan) > 658.8 Marketing, Management of Distribution (Marketing, Manajemen Distribusi) 600 Technology and Applied Sciences > 650-659 Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan) > 658.83 Market Research, Market Analysis (Riset Penelitian Pemasaran, Analisis Pemasaran)
Divisions:	Koleksi Digital > Artikel
Depositing User:	CR Cherrie Rachman
Date Deposited:	25 May 2023 07:36
Last Modified:	26 Sep 2023 03:34
URI:	http://repository.ut.ac.id/id/eprint/10491

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