Title: Determinants of Facebook adoption as a marketing strategy among services-sector in north-western Nigeria

Authors: Idris Na'umma Abdullahi; Mohd Heikal Husin; Ahmad Suhaimi Baharudin

Addresses: School of Computer Sciences, Universiti Sains Malaysia, 11800 Pulau Pinang, Malaysia ' School of Computer Sciences, Universiti Sains Malaysia, 11800 Pulau Pinang, Malaysia ' School of Computer Sciences, Universiti Sains Malaysia, 11800 Pulau Pinang, Malaysia

Abstract: Despite the benefits of Facebook to small and medium enterprises (SMEs), little is known about the determinants of Facebook adoption by SMEs in developing countries. This paper investigates the effect of relative advantage, perceived risks, top management support, organisational readiness, competitive pressure, and government support on Facebook adoption using data from 153 decision-makers of service SMEs in north-western Nigeria. The technology-organisation-environment framework (TOE) was utilised as a theoretical basis. Data was collected via an online survey and analysed using SmartPLS 3.2.8. Relative advantage, top management support, organisational readiness, and government support showed a significant and positive effect on Facebook adoption. Perceived risk was found to have a significant negative impact, while competitive pressure does not influence Facebook adoption. Findings from this research can be used by managers, SME owners, and policymakers in Nigeria to improve the Facebook adoption by SMEs in the services sector of north-western Nigeria.

Keywords: Facebook adoption; service sector; small and medium enterprises; SMEs; Nigeria; marketing strategy.

DOI: 10.1504/IJBIR.2024.138138

International Journal of Business Innovation and Research, 2024 Vol.34 No.1, pp.41 - 63

Received: 11 Dec 2020
Accepted: 02 Jul 2021
Published online: 30 Apr 2024 *

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