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Applied Multivariate Techniques

The interactive mobile social media advertising: An imminent approach to advertise tourism products and services?

This paper aims to study the antecedents of Internet of Things (IoT) adoption among farmers and determine how trust in the technology influences its adoption when mediated by perceived value and risk Through the conceptualization of trust and perceived risk, the authors factor in farmers’ perceptions of agricultural technology providers and discuss different forms of perceived value, spanning economic, green and epistemic value,This paper develops a distinctive research design, drawing on elements of the value-based adoption and technology acceptance models By linking different elements of perceived value with IoT technology, the authors also apply the service-dominant logic to this study They study how trust affects perceived value and risk and then determine how perceived value and risk, in turn, affect IoT adoption The authors test the hypotheses by developing a structural equation model to analyze the results of a survey, wherein 492 farmers from Iowa, the USA, participated,The results show a positive relationship between trust and perceived value and a negative relationship between trust and perceived risk Perceived value had a positive impact on IoT adoption, whereas perceived risk had a negative impact on IoT adoption,The research findings on trust and perceived value and risk are timely and relevant for business-to-business (B2B) marketing practitioners and agricultural stakeholders, especially in an era where farmers are expressing growing concerns about data handling risk posed by IoT technology adoption,The research findings signal a transition in focus from the goods-dominant logic to the service-dominant logic in agriculture, whereby farmers are drawn to IoT technology because of perceived economic, green and epistemic value and as a result, can differentiate themselves on how well they deploy operant resources This paper not only provides a unique conceptualization of perceived value but also pave the way for a richer conceptualization of IoT core functions that enable farmers to fulfill green and epistemic goals This is the first B2B marketing paper discussing the antecedents of IoT adoption in agriculture, such as farmers’ perceptions of both monetary and non-monetary forms of value and perceived data handling risk

IoT adoption in agriculture: the role of trust, perceived value and risk

An empirical investigation of business‐to‐business e‐commerce adoption and its impact on SMEs competitive advantage: The case of Egyptian manufacturing SMEs

Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness

The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research.,The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data.,Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention.,Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies.,This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.

Customer engagement on social media: how to enhance continuation of use

The main objective of this research is to increase academic understanding as well as provide managerial implications in relation to the determinants of the levels of web adoption for marketing purposes by small and medium sized enterprises (SMEs) in Egypt. Web adoption is specifically defined in this research as the ownership of a website to communicate and/or deliver travel services to a target market. Providing facilities for inquiry, reservation, communication and booking are examples of adoption of the web to provide travel services. This research is thus interested in how the web is being used to interact with customers. Additionally, the levels of adoption represent the different levels that SMEs go through in their adoption process starting with not owning a website to being a simple adopter to being a sophisticated adopter. Non-adopters do not own a web site. Simple adopters own web pages that have facilities for information provision and communication whereas sophisticated adopters own web pages that have facilities for online booking and completing a full transaction online. It is worth noting that the levels of adoption are interrelated and are not static but are part of a process of eEvolution.

This research provides an empirical contribution by studying the tourism sector as an example of a service industry and investigating the relative importance of the factors that determine the different levels of web adoption by SMEs in the context of a developing country. In order to achieve this objective, the research integrates existing theories in order to develop a conceptual framework for the determinants of Web adoption in the tourism sector. Besides Roger’s model of innovation adoption, the Resource-based view of the firm, a theory that deals specifically with firm resources and capabilities, is used to provide valuable information about the firm-specific factors that are thought to have an influence on innovation adoption. The model developed in this research is based purely on existing research and it integrates different theoretical perspectives. In addition, the researcher empirically tests this framework using both qualitative and quantitative data from travel agents in Egypt.

This research is divided into three main parts. The first part (chs. 2 &3) introduces the literature where the concept of Internet marketing is presented and the key themes of research on Internet marketing are discussed. A literature review on Internet adoption by firms is then presented and the gaps in literature highlighted. The key literature includes defining the web as an innovation and organizational adoption of innovation. The different ways in which innovation adoption has been studied are discussed and a classification of the different factors influencing innovation adoption is made. A review of the existing research on the factors influencing technological innovation adoption by organizations is then provided. Finally, Internet adoption including the web by SMEs is discussed.

The main gaps identified are lack of research on SMEs adoption of the web from a level perspective (i.e. distinguishing between use for communication versus use for transactions), lack of research on innovation adoption in developing countries, too much focus on consumer adoption in comparison to organizational adoption of innovations, shortage of research on innovation adoption from a level perspective and a need to identify the critical factors that affect each level of adoption. A conceptual framework (ch.4) is then presented, based on integrating existing theories and literature, and a series of hypotheses derived.

The second part starts by discussing the tourism sector in Egypt (ch.5) which is selected to be the research context and then outlines the methodology (ch.6). This research relies on triangulation with a mixed methods research approach which combines both qualitative and quantitative analysis. The qualitative work provides depth to the analysis. It is used to compare with the proposed model in an attempt to provide a more complete picture of the investigated phenomenon. The quantitative work tests the hypotheses and indicates generalizability of the results. It consists of descriptive analysis, factor analysis and regression analysis. Both logistic and multiple regression were conducted in this research.

The third part of the research is concerned with the analysis of empirical results presented in four chapters. Chapter 7 deals with a small scale content analysis on travel agents’ websites to measure the evolution of services provided on these sites over a period of two years. Chapter 8 includes details of the qualitative work conducted in this research which consisted of 12 in-depth interviews with travel agents in Egypt and provided a basis for triangulating the findings from the quantitative analysis. Chapter 9 includes the descriptive analysis of the data as well as the reliability and validity tests on the measurement instrument. Chapter 10 presents the findings and the interpretations of the hypotheses testing.

The contribution of this research is a synthesis of Roger’s innovation adoption model with the Resource-based View of the firm (RBV) to produce a revised conceptualisation for the adoption of innovations which is empirically tested for developing country SMEs in the context of tourism in Egypt. The key findings of this research are that management factors are important for the initial adoption decision by firms whereas marketing capabilities are important for more sophisticated adoption. As for perceived innovation attributes, relative advantage and complexity were found important for the initial adoption decision whereas perceived risk was found important for more sophisticated adoptions. This suggests that different factors affect the different levels of adoption. The main contributions of this research to theory are: first,-innovation attributes are not the whole story when studying firms’ adoption of the web, firm resources also affect firms’ adoption decision. Second,-different factors affect different levels of adoption thus when studying innovation adoption by firms, it is important to consider the adoption process as a continuous process that consists of different levels rather than a dichotomous process of adopt vs. non-adopt.

The main contribution at the context level is that this is the first research to be conducted in Egypt which represents an important extension to the Web adoption studies that focused largely on developed countries. Additionally, the results of this research can be transferable to countries that share similarities with Egypt and may also be of relevance to SMEs in other sectors in Egypt as will be explained later.

/pdf/the-adoption-of-web-based-marketing-in-the-travel-and-4ptbm9fouf.pdf

The adoption of web based marketing in the Travel and tourism industry: An empirical investigation in Egypt

This study aims to explore the factors which discriminate between the use at different levels of the social media in Egypt. Facebook will be the focused of this research, as a particular application of the social media. The study will divide Facebook users on the basis of three groups of factors, namely, Internet experience, psychographics and satisfaction and will relate these factors to three levels of Facebook use: heavy, moderate and light. A sample of 384 users was drawn from the Facebook users in Egypt. Data were analyzed using Structural Equation modelling; the findings indicate that Internet experience, Internet lifestyle and satisfaction are the significant determinants of one’s level of Facebook use.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2162577_code1332876.pdf?abstractid=2162577&mirid=1

Levels of Facebook Use: Evidence from Egypt

This study aims to explore the factors that determine customer loyalty in the telecom industry. The mobile market in Egypt is used as the particular context of study. A distinctive model is developed drawing on the results of previous empirical work on customer loyalty. The model proposes that customer loyalty in a service industry like the telecom industry is a combination of a number of factors namely; perceived service quality, corporate image, trust, switching cost and customer satisfaction with the service. A sample of 600 mobile subscribers was drawn from the cell phone users in Egypt.This research used a random systematic sampling technique to select the sample units by selecting nth number from the dials provided by Etisalat Misrto identify the customers of the three key telecom companies operating in Egypt namely; Etisalat, Mobinil and Vodafone. Data was collected via a large scale field study over a period of three months and covered various areas in Egypt being; Cairo, Alexandria, Delta and Upper Egypt. Data was analyzed via multiple regression technique. Findings indicate that perceived service quality, trust and satisfaction with the service are the significant determinants of customer loyalty. Corporate image and switching cost did not turn out to have a significant effect on customer loyalty. The study provides marketing insights and implications of these findings. For managers, the findings of this research can have important implications with regard to customer retention and customer relationship management. Telecom managers should emphasize service quality through the provider’s relationship with customers, professionalism of their employees, prompt and excellent service and differentiated core products.

Determinants of Customer Loyalty: Evidence from the Egyptian Mobile Market

This paper examines the utility of contrarian analysis in discovering antecedents of user engagement on social media. The wide range of variables and their high degree of variability lend to using ...

Social media continuation intention: a contrarian analysis

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