A Comprehensive Analysis on the Adoption of Mobile Technology by Using Big Data-Based Social Media Marketing in SME Retailers in Jordan

Abstract

The adoption of mobile technology (MT) has changed lives and businesses across the globe; shopping behaviour has changed from using normal desktops and laptops to mobiles or smartphones technologies in Small Medium Enterprises (SMEs). Mobile Technology (MT) devices and its applications are generally more used in Big Data-based social media platforms as individual or commercial for both retailers and consumers in a way of interaction for both product information sharing and shopping experience. The way SMEs do business continues to change in terms of social media marketing, e-commerce and the business are all impacted by Mobile Technology (MT) adoption and mostly for the better. Furthermore, SMEs started to have all their business websites responsive and adaptive to Mobile Technology (MT) or smartphone devices technology. This new era calls mobile Big Data-based social media as marketing strategies to those smartphone users to make their shopping experience easy and interact with their business in an effective way. The aim of this research paper is to investigate the adoption of Mobile Technology (MT) and use of Big Data-based Social Media Marketing (SMM) in Jordanian SME retailers. The paper also conducts a comprehensive review of the practices of Mobile Technology (MT) using Social Media Marketing (SMM) in SMEs in order to determine a range of marketing variables that could have an impact on the success of using these marketing practices in terms of brand awareness, sales performance and brand loyalty. The paper proposes a research model as per the comprehensive secondary data (literature review) to develop an understanding of how organisations and firms in SMEs in Jordan exploit various Big Data-based social media platforms in marketing and explore the importance of adoption Mobile Technology (MT) and the growth of Social Media Marketing. It is expected that, the initial findings of this paper will help Jordanian SMEs to adopt Mobile Technology (MT) and explore on how to utilise their contemporary and interactive social media as part of their e-marketing strategies in order to become more connected with their customers and suppliers so that they will be able to increase their efficiency (such as more revenues, reduce costs) and improve effectiveness (such as improving product or service quality). The initial results of adoption Mobile Technology (MT) by using Big Data-based social media marketing will be further analysed in different ways of engaging social media as marketing tools in marketing communication, promotion, discounts, market research, sales, creating brand loyalty, enhancing brand awareness, increasing sales and financial performance of organisations.