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Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

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Abstract

The implementation of novel technologies such as social networks is altering the landscape of contemporary Small and Medium Enterprises (SMEs) including the ones located in UAE. The purpose of this research is to define the extent of technological acceptance of Facebook in business activities through the Technology Acceptance Model (TAM). To achieve this, the structural equation modeling is employed with the application of 130 surveys. Empirical evidence displays positive significance in most of the constructs such as Perceived Usefulness, Easy to Use, Intended Use, Attitude of Use and Current Use and also suggests the lack of a culture regarding the use, handling, and acceptance of Facebook as a marketing tool in most businesses consulted.

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Authors and Affiliations

  1. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE

    Mohammed T. Nuseir

  2. College of Communication and Media, Al Ain University, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, United Arab Emirates

    Ahmad I. Aljumah

  3. Department of Business Administration, College of Business, Al Ain University, Al Ain Campus, Al Ain, UAE

    Ghaleb A. El Refae

  4. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

  5. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  6. Abu Dhabi Vocational Education and Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

  7. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

Authors
  1. Mohammed T. Nuseir
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  2. Ahmad I. Aljumah
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  3. Ghaleb A. El Refae
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  4. Muhammad Alshurideh
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  5. Sarah Urabi
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  6. Barween Al Kurdi
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Corresponding author

Correspondence to Mohammed T. Nuseir .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Nuseir, M.T., Aljumah, A.I., El Refae, G.A., Alshurideh, M., Urabi, S., Al Kurdi, B. (2023). Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_1

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  • DOI: https://doi.org/10.1007/978-3-031-12382-5_1

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-12381-8

  • Online ISBN: 978-3-031-12382-5

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