Determinants of social media use by handicraft industry of Indonesia and its impact on export and marketing performance: an empirical study

Santosa, Adi, Erdawati, Erdawati, Ratnasari, Ririn Tri, Balaka, Muh Yani and Palupiningtyas, Dyah (2020) Determinants of social media use by handicraft industry of Indonesia and its impact on export and marketing performance: an empirical study. International Journal of Innovation, Creativity and Change, 12 (9). pp. 1-21. ISSN ISSN 2201-1323

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Abstract

The present study attempts to examine the determinants of social media use by the handicraft industry of Indonesia and its impact on export and marketing performance. The primary data were collected from a sample of 301 respondents. To examine the impact of incorporated variables on the marketing and export performance, confirmatory factors analysis and structural equation modelling approach are incorporated in the study. Several tests were applied including descriptive analysis, KMO and Bartlett’s test, rotated component matrix, convergent and discriminant validity. The results showed significant differences in direct and indirect effects. The direct effects indicated that perceived ease of use and subjective norm are the insignificant predictors of marketing performance, whereas relative advantage significantly predicts marketing performance. Likewise, for export performance, perceived ease of use and relative advantage are found as significant predictors. Meanwhile, the indirect effects showed that social media use significantly mediates the relationship of perceived ease of use, relative advantage, subjective norm and marketing performance. On the contrary, no mediation of subjective norm is observed in the relationship between subjective norm and export performance. Social media use acts as a significant mediator in the relationship between perceived ease of use, relative advantage and export performance. In addition, the study embraces several theoretical, practical and policy-making implications for the marketing management practitioners and strategy developers to attain high levels of marketing and export performance with the utilisation of social media. Lastly, various limitations are discussed for in-depth findings by future researchers.

Item Type:	Article
Uncontrolled Keywords:	Ease of Use, Relative advantage, Subjective norms, Social Media Export, Marketing Performance, Marketing Performance.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Economic
Depositing User:	Library Umpo
Date Deposited:	22 Jul 2022 03:09
Last Modified:	22 Jul 2022 03:09
URI:	http://eprints.umpo.ac.id/id/eprint/9185

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