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:	https://eprints.umpo.ac.id/id/eprint/9185

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