A Study of SHA Plus Business Adoption of Social Media Using TOE Framework and Its Impact on Non-Financial Performance: An Empirical Study of Foodservice Sector in Chonburi Province, Thailand
Article Sidebar
Main Article Content
Abstract
This study aims to investigate the TOE factors that positively influence social media adoption in SHA Plus businesses in the food service sector and examine the impact of social media adoption on non-financial performance. The study used a questionnaire survey to collect data from 300 Thai SHA Plus restaurants and used regression analysis for hypothesis testing. The findings suggest that technological, organizational, and environmental contexts are significant TOE factors that positively affect social media adoption in SHA Plus businesses. Moreover, after the implementation of social media, all non-financial performance factors, including innovativeness, competitive advantage, and customer satisfaction, are relatively significant in shaping the sustainable performance of the SHA Plus business. The study contributes to the literature on business practices and crisis management, providing practical implications for business owners and policymakers to adopt innovative practices and generate sustainability in SHA Plus non-financial performance. By identifying the critical TOE factors that influence social media adoption and the non-financial performance outcomes associated with social media adoption, this study can help SHA Plus businesses in the food service sector enhance their success in the business world.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
References
Adam, N. A., & Alarifi, G. (2021). Innovation practices for the survival of small and medium enterprises (SMEs) in the COVID-19 times: the role of external support. Journal of Innovation and Entrepreneurship, 10(15), 1-22.
Ahmad, I., & Agrawal, A. M. (2012). An empirical study of problems in the implementation of electronic commerce in the Kingdom of Saudi Arabia. International Journal of Business and Management, 7(15), 70-80.
Ahmad, S. Z., Bakar, A. R. A., & Ahmad, N. (2018). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behavior & Research, 25(1), 84-111.
Alencar, A. (2018). Refugee integration and social media: A local and experiential perspective. Information Communication and Society, 21(11), 1588-1603.
Alshehri, O. (2019) Usage and perceptions of social media tools among higher education Instructor. International Journal of Information and Education Technology, 9(7), 493-497.
Awa, H. O., Ojiabo, O. U., & Orokor, L. E. (2017). Integrated technology-organization-environment (T-O-E) taxonomies for technology adoption. Journal of Enterprise Information Management, 30(6), 893-921.
Bartik, A. W., Bertrand, M., Cullen, Z. B., Glaeser, E. L., Luca, M., & Stanton, C. T. (2020). How are small businesses adjusting to COVID-19? Early evidence from a survey (Working paper). US: National Bureau of Economic Research.
Chandra, S., & Khumar, K. N. (2018). Exploring factors influencing organizational adoption of augmented reality in E-commerce: Empirical analysis using technology-organization-environment model. Journal of Electronic Commerce Research, 19(3), 237-265.
Chau, N. T., Deng, H., & Tay, R. (2020). Critical determinants for mobile commerce adoption in Vietnamese small and medium-sized enterprises. Journal of Marketing Management, 36, 456-487.
Chiu, C. Y., Chen, S., & Chen, C. L. (2017). An integrated perspective of TOE framework and innovation diffusion in broadband mobile applications adoption by enterprises. International Journal of Management, Economics and Social Sciences, 6(1), 14-39.
Chong, J. L. L., & Olesen, K. (2017). A Technology-organization-environment perspective on eco-effectiveness: A meta-analysis. Australasian Journal of Information Systems, 21, 1-26.
Dahnil, M. L., Marzuki, K. M., Langgat, J., & Fabeil, N.F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia – Social and Behavioral Sciences, 148, 119-126.
Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2023). Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review. Information Systems Frontiers, 25, 971-993.
Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: The role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1-16.
Fitriati, A., & Mulyani, S. (2015). Factors that affect accounting information system success and its implication on accounting information quality. Asian Journal of Information Technology, 14(5), 154-161.
Friesenbichler, K., & Reinstaller, A. (2022). Do firms facing competitors from emerging markets behave differently? Evidence from Austrian manufacturing firms. European Business Review, 34, 153-170.
Guo, H., Yang, Z., Huang, R., & Guo, A. (2020). The digitalization and public crisis responses of small and medium enterprises: Implications from a COVID-19 survey. Frontiers of Business Research in China, 14(1), 1-25.
Hasanat, M. W., Hoque, A., Shikha, F. A., Anwar, M., Hamid, A. B. A., & Tat, H. H. (2020). The impact of coronavirus (Covid-19) on E-business in Malaysia. Asian Journal of Multidisciplinary Studies, 3(1), 85-90.
Hwang, B. N., Huang, C. Y., & Wu, C. H. (2016). A TOE approach to establish a green supply chain adoption decision model in the semiconductor industry. Sustainability, 8(168), 1-30.
Im, J., Kim, J., & Choeh, J. Y. (2021). COVID-19, social distancing, and risk-averse actions of hospitality and tourism consumers: A case of South Korea. Journal of Destination Marketing and Management, 20, 1-10.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kotler, P., & Armstrong, G. (2010) Principles of marketing. UK: Pearson education.
Lichtenthaler, U. (2020). A conceptual framework for combining agile and structured innovation processes. Research-Technology Management, 63, 42-48.
Lin, H. F. (2014). Understanding the determinants of electronic supply chain management system adoption: Using the technology-organization-environment framework. Technological Forecasting and Social Change, 86(C), 80-92.
Lu, M. T., Hu, S. K., Li, H. H., & Tzeng, G. H. (2015). Evaluating the implementation of business-to-business m-commerce by SMEs based on a new hybrid MADM model. Management Decision, 53, 90-317.
Maduku, D. K., Mpinganjira, M., & Duh, H. (2016). Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework. International Journal of Information Management, 36(5), 711-723.
Maes, J., Sels, L., & Roodhooft, F. (2005). Modeling the link between management practices and financial performance, evidence from small construction companies. Small business Economics, 25, 17-34.
Mangold, W. G., & Smith, K. T. (2011). Selling to millennials with online reviews. Business Horizons, 55(2), 141-153.
Matikiti, R., Mpinganjira, M., & Roberts-Lombard, M. (2018). Application of the technology acceptance model and the technology-organization-environment model to examine social media marketing use in the South African tourism industry. Journal of Information Management, 20(1), 1-12.
Mitchev, T., & Nuangjamnong, C. (2021). The impact of E-commerce on customer satisfaction and customer loyalty during the COVID-19 pandemic: A quantitative analysis in Thailand. AU-GSB e-Journal, 14(2), 59-70.
Oliveira, T., Thomas, M., & Espadanal, M. (2014). Assessing the determinants of cloud computing adoption: an analysis of the manufacturing and services sectors. Information and Management, 51(5), 497-510.
Papadopoulos, T., Baltas, K. N., & Balta, M. E. (2020). The use of digital technologies by small and medium enterprises during COVID-19: Implications for theory and practice. International Journal of Information Management, 55, 1-4.
Pateli, A., Mylonas, N., & Spyrou, A. (2020). Organizational adoption of social media in the hospitality industry: An integrated approach based on DIT and TOE frameworks. Sustainability, 12(7132), 1-20.
Praveena, K., & Thomas, S. (2014). Continuance intention to use Facebook: A study of perceived enjoyment and TAM. International Journal of Industrial Engineering and Management, 4(1), 24-29.
Rahman, U. R., Shah, S. M. A., El-Gohary, H., Abba, M., Khalil, S. H., Altheeb, S. A., & Sultan, F. (2020). Social media adoption and financial sustainability: Learned lessons from developing countries. Sustainability, 12(24), 1-26.
Rogers, E. (2003). Diffusion of innovations (5th eds.). NY: The Free Press.
Saad, M., & Patel, B. (2006). An investigation of supply chain performance measurement in the Indian automotive sector. Benchmarking: An International Journal, 13(1/2), 36-53.
Shen, G. C. (2015). How quality of life affects intention to use social networking sites: Moderating role of self-disclosure. Journal of Electronic Commerce Research, 16(4), 276-289.
Tahar, F., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use e-filing: The role of technology readiness. Journal of Asian Finance, Economics and Business, 7(9), 537-547.
The Amazing Thailand Safety and Health Administration. (2022). SHA plus: Restaurants and diner. Retrieved from https://web.thailandsha.com/shaplus?type=1&province=20-&keyword=
Thorgren, S., & Williams, T. A. (2020). Staying alive during an unfolding crisis: How SMEs ward off impending disaster. Journal of Business Venturing Insights, 14, e00187.
Widyasari, M. C., & Soesanto, H. (2021). Restaurant marketing strategies in facing new habits post-covid-19 pandemic: revolutionary entrepreneur paradigm. International Journal of Economics, Business and Accounting Research, 5(2), 238-244.
World Health Organization. (2022). COVID-19 weekly epidemiological update. Retrieved from https://www.who.int/publications/m/item/weekly-epidemiological-update-on-covid-19---11-january-2022
Wu, I. L., & Chuang, C. H. (2009). Analyzing contextual antecedents for the stage-based diffusion of electronic supply chain management. Electronic Commerce Research and Applications, 8(6), 302-314.
Yamane, T. (1973). Statistics: An introductory analysis (3rd eds.). NY: Harper and Row.