The Diffusion of Predictive Analytics for Innovative Interactive Marketing Strategy in International E-Fashion Commerce

(1) Aims and Objectives: Mobile health (mHealth) is increasingly becoming a favorite healthcare delivery solution in underserved areas around the globe. This study aims to identify the influence of technology–organization–environment (TOE) factors on mHealth adoption and to assess the influence of mHealth on the reduction in health disparities in the context of healthcare delivery in low-resource settings. (2) Methods: A cross-sectional survey of physicians and nurses was carried out at six hospitals in the public and private health sectors in Pakistan. The survey’s theoretical foundation is based on the technology–organization–environment (TOE) framework. TOE constructs (relative advantage, compatibility, management support, organizational readiness, external support, and government regulations) were used to develop hypotheses. The hypotheses were tested using structural equation modeling (SEM). (3) Results: Findings from this study show that management support and external support are the two main predictors of mHealth adoption among healthcare professionals. The study proposes an mHealth adoption model that can significantly contribute towards improving medical outcomes, reducing inefficiencies, expanding access, lowering costs, raising quality, making medicine more personalized for patients, and gaining advantages from mHealth solutions in order to reduce health disparities. (4) Conclusion: The study suggests that there is no single approach that could support mHealth adoption. Instead, a holistic approach is required that considers cultural, economic, technological, organizational, and environmental factors for successful mHealth adoption in low-resource settings. Our proposed mHealth model offers guidance to policymakers, health organizations, governments, and political leaders to make informed decisions regarding mHealth implementation plans.

Small and medium enterprises (SMEs) around the world engage in e-commerce and e-business to support business operations as well as to enhance revenue generation from nontraditional sources. Internet and e-business technologies (IEBT) are the pillars of e-commerce and e-business. Despite the universal appeal of IEBT, it has been reported that the adoption of such technologies by SMEs is influenced by contextual imperatives. The objective of this research is to investigate factors impacting the adoption of IEBT in SMEs based in the Maritime region of Canada. A research model based on the diffusion of innovation (DIT) and the Technology–Organization–Environment (TOE) frameworks was used to guide the discourse. Such factors as relative advantage, compatibility, complexity, management support, organizational readiness, external pressure, and government support were used to develop relevant hypotheses. Questionnaires were mailed to key informants in SMEs. Data analysis was performed using the partial least squares (PLS) technique. Predictions related to relative advantage, management support, and competition's pressure were confirmed. The study did not support the constructs of compatibility, complexity, government support, customers' and partners' pressures as significant predictors of IEBT adoption by the SMEs in the region.

PurposeThe success of SMEs' financial and market performance (MAP) depends on the firms' level of blockchain technology adoption (BCA) and identifying the crucial antecedents that influence SMEs' adoption. Therefore, this research attempts to develop an integrated model to understand and predict the determinants of BCA and its effect on SMEs' performance. The purpose of this paper is to address this issue.Design/methodology/approachThe theoretical foundations are the technology–organization –environment (TOE) framework and the resource-based view (RBV) perspective. The authors distributed a survey to SMEs in South Africa and received 311 responses. The covariance-based structural equation modeling (CB-SEM) followed by the artificial neural network (ANN) technique was used for the data analysis.FindingsThe SEM results showed that SMEs' relative advantage, compatibility, top management support (TMS), organizational readiness (ORD), competitive pressures (COP), external support, regulations and legislation significantly influence SMEs' BCA. However, complexity negatively impacts SMEs' BCA. The analysis results also revealed that SMEs' BCA significantly influences the financial performance of the firms, followed by MAP. Furthermore, model determinants were input to an ANN modeling. The ANN results showed that TMS is the most critical predictor of SMEs' BCA, followed by ORD, COP, external support, and regulations and legislation.Practical implicationsThe results provide valuable information for SMEs when maneuvering their adoption strategies in the scope of blockchain technology. Additionally, from the perspective of an emerging market, the study has successfully contributed the TOE framework and the RBV.Originality/valueThis study is the first work to explore the determinants of BCA in the context of SMEs from a developing country. This paper is also one pioneer in attempts to develop a causal and predictive statistical model for predicting the determinants of BCA in SMEs' performance.

Digital transformation is increasingly recognized as a key driver of sustainable business development and effective change management in today’s economy. This study examines the factors influencing digital transformation decisions among trade and service firms in Can Tho City, a major economic hub in Vietnam’s Mekong Delta. By combining the Technology-Organization-Environment (TOE) framework and the Diffusion of Innovations (DOI) theory with principles of sustainable business, the study adopts a quantitative approach using survey data from 187 enterprises. The results identify seven key factors affecting digital transformation: relative advantage, organizational readiness, competitive pressure, government support, compatibility, managerial support, and pressure from partners and consumers. Among these, relative advantage is the most influential driver, while partner and consumer pressure have a negative impact, reflecting the challenges small and medium-sized enterprises (SMEs) face in adapting to change with limited resources. This study contributes to both theory and practice by offering a comprehensive framework for understanding digital transformation in the context of sustainable development. It provides valuable insights for policymakers and business leaders in emerging economies, emphasizing the importance of aligning technological change with sustainable business practices through effective change management strategies.

The research aims to explore the technological, environmental and organizational factors that influence digital technology adoption in the small and medium enterprises (SMEs) sector in developing countries. A conceptual framework is proposed that combines the technology-organization-environment (TOE) framework and diffusion of innovation (DOI) theory to explore the determinants of digital technology, for example, information and communication technology (ICT) applicability in SMEs. In addition, this study identifies the major barriers to implementing ICT in the SMEs sector. A purposive 535 sample was accumulated from higher- and middle-level managers of SMEs firms through a structured questionnaire. Data and hypotheses were analyzed using partial least squares-structural equation modelling. Results show that relative advantage, complexity, observability, perceived cost, top management support, innovativeness of top management, competitive pressure and government support have significant determinants of ICT adoption in SMEs. Besides, compatibility, perceived trialability and organization readiness have not significantly influenced to use of ICT in SMEs. This research has crucial implications for practising managers, policymakers and SMEs business owners. To the best of the authors’ knowledge, this study is perhaps one of the first empirical surveys that widely provides a theoretical framework regarding ICT adoption in SMEs in Bangladesh.

Business organizations around the world engage in e-commerce (EC) and e-business to support business operations and enhance revenue generation from non-traditional sources. Studies focusing on EC adoption in Sub Saharan Africa (SSA) are just beginning to emerge in the extant information systems (IS) literature. The objective of this current study is to investigate factors impacting the acceptance of EC in small businesses in SSA with Nigeria as an example. A research model based on the Diffusion of Innovation (DIT) and the Technology–Organization–Environment (TOE) frameworks were used to guide this discourse. Such factors as relative advantage, compatibility, complexity, management support, organizational readiness, external pressure, and IS vendor support were used to develop relevant hypotheses. Questionnaires were administered to respondents in Nigeria and data analysis was performed using the Partial Least Squares (PLS) technique. Predictions related to relative advantage, management support, and IS vendor support were confirmed; the other hypotheses were unsupported by the data. The study’s implications for research and practice are discussed in the chapter.

Aim/Purpose: This study utilized a comprehensive framework to investigate the adoption of Business Analytics (BA) and its effects on performance in commercial banks in Jordan. The framework integrated the Technological-Organizational-Environmental (TOE) model, the Diffusion of Innovation (DOI) theory, and the Resource-Based View (RBV). Background: The recent trend of utilizing data for business operations and decision-making has positively impacted organizations. Business analytics (BA) is a leading technique that generates valuable insights from data. It has gained considerable attention from scholars and practitioners across various industries. However, guidance is lacking for organizations to implement BA effectively specific to their business contexts. This research aims to evaluate factors influencing BA adoption by Jordanian commercial banks and examine how its implementation impacts bank performance. The goal is to provide needed empirical evidence surrounding BA adoption and outcomes in the Jordanian banking sector. Methodology: The study gathered empirical data by conducting an online questionnaire survey with senior and middle managers from 13 commercial banks in Jordan. The participants were purposefully selected, and the questionnaire was designed based on relevant and well-established literature. A total of 307 valid questionnaires were collected and considered for data analysis. Contribution: This study makes a dual contribution to the BA domain. Firstly, it introduces a research model that comprehensively examines the factors that influence the adoption of BA. The proposed model integrates the TOE framework, DOI theory, and RBV theory. Combining these frameworks allows for a comprehensive examination of BA adoption in the banking industry. By analyzing the technological, organizational, and environmental factors through the TOE framework, understanding the diffusion process through the DOI theory, and assessing the role of resources and capabilities through the RBV theory, researchers and practitioners can better understand the complex dynamics involved. This integrated approach enables a more nuanced assessment of the factors that shape BA adoption and its subsequent impact on business performance within the banking industry. Secondly, it uncovers the effects of BA adoption on business performance. These noteworthy findings stem from a rigorous analysis of primary data collected from commercial banks in Jordan. By presenting a holistic model and delving into the implications for business performance, this research offers valuable insights to researchers and practitioners alike in the field of BA. Findings: The findings revealed that various technological (data quality, complexity, compatibility, relative advantage), organizational (top management support, organizational readiness), and environmental (external support) factors are crucial in shaping the decision to adopt BA. Furthermore, the study findings demonstrated a positive relationship between BA adoption and performance outcomes in Jordanian commercial banks. Recommendations for Practitioners: The findings suggest that Jordanian commercial banks should enforce data quality practices, provide clear standards, invest in data quality tools and technologies, and conduct regular data audits. Top management support is crucial for fostering a data-driven decision-making culture. Organizational readiness involves having the necessary resources and skilled personnel, as well as promoting continuous learning and improvement. Highlighting the benefits of BA helps overcome resistance to technological innovation and encourages adoption by demonstrating improved decision-making processes and operational efficiency. Furthermore, external support is crucial for banks to adopt Business Analytics (BA). Banks should partner with experienced vendors to gain expertise and incorporate best practices. Vendors also provide training and technical support to overcome technological barriers. Compatibility is essential for optimal performance, requiring managers to modify workflows and IT infrastructure. Complexity, including data, organizational, and technical complexities, is a major obstacle to BA adoption. Banks should take a holistic approach, focusing on people, processes, and technology, and prioritize data quality and governance. Building a skilled team, fostering a data-driven culture, and investing in technology and infrastructure are essential. Recommendation for Researchers: The integration of the TOE framework, the DOI theory, and the RBV theory can prove to be a powerful approach for comprehensively analyzing the various factors that influence BA adoption within the dynamic banking industry. Furthermore, this combined framework enables us to gain deeper insights into the subsequent impact of BA adoption on overall business performance. Impact on Society: Examining the factors influencing BA adoption in the banking industry and its subsequent impact on business performance can have wide-ranging societal implications. It can promote data-driven decision-making, enhance customer experiences, strengthen fraud detection, foster financial inclusion, contribute to economic growth, and trigger discussions on ethical considerations. Future Research: To further advance future research, there are several avenues to consider. One option is to broaden the scope by including a larger sample size, allowing for a more comprehensive analysis. Another possibility is to investigate the impact of BA adoption on various performance indicators beyond the ones already examined. Additionally, incorporating qualitative research methods would provide a more holistic understanding of the organizational dynamics and challenges associated with the adoption of BA in Jordanian commercial banks.

The recent rise of artificial intelligence (AI) has sparked interest among scholars in various fields, particularly public relations (PR) and strategic communication (SC). As the digital landscape evolves and competition intensifies, integrating AI technology into PR and SC practices becomes increasingly essential. This study aims to identify factors influencing AI adoption in PR and SC agencies using the technology–organization–environment (TOE) framework. Structural equation modeling was employed to analyze the relationships between influencing factors—client pressure, competitive pressure, compatibility, complexity, relative advantage, top management support, and organizational readiness—and the intention to adopt AI. A survey of 277 PR and SC agencies across the Arab world was conducted for data collection. The analysis indicated that client pressure, competitive pressure, relative advantage, and organizational readiness positively impact AI adoption, while complexity negatively affects it. Additionally, relative advantage mediates the relationship between competitive pressure and AI adoption, and organizational readiness mediates between compatibility and AI adoption, as well as between top management support and AI adoption. The study discusses the theoretical contributions and practical implications of these findings.

The Halal products have become increasingly popular among consumers worldwide as the concept of Halal is associated with good, healthy, safe and high quality assessment. This paper aimed to discover and describe the adoption factors of Halal standards for Halal businesses. This study was based on Technological-Organizational-Environmental (TOE) framework and Diffusion of Innovation (DOI) theory to identify the significant adoption factors among Halal businesses. By conducting literature review from the leading databases, the study obtained adoption factors in three realms; technological, organizational and environmental. While adoption factors for technological realms were compatibility and perceived benefits, organizational realms were related to management support, organizational readiness, awareness, understanding, expected business benefits and Halal integrity. Factors for environmental realms were government support, competitive pressure, consumer pressure and Halal market demand. All the adoption factors will benefit researchers, enterprises and other stakeholders.

Businesses need accounting information to support their decision-making. In this regard, the extensive use of Information Technology (IT) has enhanced the effectiveness and efficiency of accounting functions that support accounting-related information. Specifically, an enterprise resource planning (ERP) system ensures reporting accuracy, large amounts of transaction processing, and the generation of reports for analysis. Regardless of the numerous benefits that an ERP system provides, small and medium-sized enterprises (SMEs) have yet to catch up with their system usage. Hence, this study draws upon the technology-organisation-environment (TOE) framework to propose an integrated model that includes diffusion of innovation (DOI), institutional factors, and TOE to examine ERP adoption antecedents in the context of SMEs in Jordan. A mixed method is applied in this work, and it uses a self-administered questionnaire survey as the main data collection instrument along with interviews. Quantitative data are obtained from 102 respondents through the questionnaire, after which the research model is validated using SMEs in Jordan. The survey results show that relative advantage, top management support, organisational readiness, training, competitive pressure, government support compatibility, and service provider support significantly influence ERP adoption among the SMEs. The findings are expected to shed light on the way SMEs can enhance their ERP adoption for optimum performance, as well as extend the literature dedicated to the antecedents of information system, IT adoption, and their impact.

In the rapidly evolving digital landscape, small and medium-sized enterprises (SMEs) must adopt innovative digital marketing strategies to drive competitive advantage and sustainable growth. This review explores the critical components and benefits of leveraging digital marketing for SMEs, emphasizing how tailored strategies can enhance market presence, customer engagement, and business performance. SMEs face unique challenges in resource allocation and market competition, necessitating cost-effective and impactful marketing approaches. Innovative digital marketing strategies, including search engine optimization (SEO), social media marketing, content marketing, email campaigns, and data-driven analytics, provide SMEs with the tools to compete effectively against larger enterprises. By utilizing these strategies, SMEs can achieve greater visibility, attract a broader audience, and convert prospects into loyal customers. SEO and content marketing play a pivotal role in enhancing online visibility and organic traffic. By producing high-quality, relevant content and optimizing it for search engines, SMEs can improve their search rankings and attract targeted audiences. Social media platforms offer powerful channels for engaging with customers, building brand awareness, and fostering community. Through targeted advertisements and influencer partnerships, SMEs can reach specific demographics and drive engagement. Email marketing remains a cost-efficient strategy for maintaining customer relationships and promoting products or services. Personalized email campaigns can nurture leads, encourage repeat business, and build customer loyalty. Additionally, data-driven analytics enable SMEs to measure campaign performance, understand customer behavior, and make informed decisions to refine marketing efforts. The integration of innovative technologies such as artificial intelligence (AI) and machine learning further enhances digital marketing capabilities. AI-driven tools can automate tasks, provide insights into customer preferences, and optimize marketing strategies in real-time. For instance, chatbots can improve customer service, while predictive analytics can forecast trends and personalize marketing messages. In conclusion, innovative digital marketing strategies are essential for SMEs seeking to drive competitive advantage and sustainable growth. By embracing SEO, social media marketing, content marketing, email campaigns, and data-driven analytics, SMEs can maximize their marketing impact, enhance customer engagement, and achieve long-term business success. Leveraging these strategies allows SMEs to remain agile, responsive, and competitive in the dynamic digital marketplace. Keywords: Innovative, Digital Marketing, SMEs, Sustainable Growth, Competitive Advantage.

Given Indonesia's geographical configuration as an archipelago comprising 81,616 villages, effective monitoring of village government financial management poses significant challenges. Despite the mandatory implementation of the Village Financial System (VFS) to facilitate this monitoring, a decade into its rollout, not all village governments have adopted the system effectively. This research aims to investigate the antecedents of VFS adoption by developing a comprehensive model grounded in the Technology–Organization–Environment (TOE) framework. The framework encompasses technological factors (relative advantage, compatibility, and complexity), organizational factors (top management support and organizational readiness), and environmental factors (government regulation and citizen demand). Furthermore, the study examines the impact of VFS adoption on governance outcomes, specifically performance, accountability, and transparency. Using village governments as the unit of analysis, the research involved 215 respondents, with data collected via a questionnaire survey. Hypotheses were tested using the partial least squares method. The findings indicate that relative advantage, compatibility, top management support, organizational readiness, government regulation, and citizen demand positively influence VFS adoption, while complexity does not. Additionally, VFS adoption is found to significantly enhance performance, accountability, and transparency in village government operations. This study contributes to a better understanding of VFS adoption by the central government, underscoring its role in improving public governance. It also offers insights into the broader challenges of e-government implementation, highlighting the importance of aligning technological, organizational, and environmental factors for successful information system adoption.

The artificial intelligence (AI) revolution is transforming the corporate sector and rapidly accelerating the process of digital transformation. Based on a selection of 12 studies for meta-analysis with 3398 respondents from various industries and countries, this study investigates the factors influencing the adoption of AI via the technology-organization-environment (TOE) framework. The results show that seven out of eight TOE factors have a statistically significant effect on AI adoption. Technological factors, including compatibility (CPT) and relative advantage (ADV), have a positive impact, whereas complexity (OCX) is statistically insignificant. Organizational factors, particularly organizational readiness (RE) and management support (TMS), have positive moderating effects. The environmental factors revealed that government support (GOV), competitive pressure (COP) and the vendor partnership (VP) have strong and positive impacts. The study emphasizes the importance of the Vendor Partnership and Organizational Readiness as critical factors in fostering AI adoption. Finally, this research will be advantageous for researchers and practitioners looking to explore the determinants driving significant AI adoption.

Purpose –This study investigates the factors influencing customers' decisions to adopt the Medbiz Pharmaceutical B2B Commerce platform as an enabler in the pharma integrated supply chain. It uses technology, organization, environment (TOE) as its framework. The factors examined include relative advantage, compatibility, complexity, IT readiness, top management support, competitive pressure, business partner pressure, and external support. The findings are expected to provide insights for Medbiz stakeholders to develop strategies that enhance user acceptance and adoption of the platform. Methodology – A quantitative approach was employed to identify the critical drivers of Medbiz adoption. A cross-sectional survey of 372 respondents, consisting of pharmaceutical outlet representatives, was conducted using random sampling. Data was collected through a structured questionnaire based on a 4-point Likert scale. Findings – The result shows that relative advantage, compatibility, competitive pressure and external support have a positive, significant impact on Medbiz adoption, while complexity has a negative, significant effect. Conversely, IT readiness, top management support, and business partner pressure show negative, insignificant effects, leading to hypothesis rejection. Originality – Studies related to the pharma B2B commerce adoption model in organizations are very limited, especially in Indonesia.

While many small and medium enterprises (SMEs)recognize the benefits of Big Data Analytics (BDA) for digital transformation, they face challenges in implementing this technology, highlighting the need for more research on its adoption by SMEs. The objective of this study is to amalgamate the Technology Organization Environment (TOE) framework with the Diffusion of Innovation (DOI) theory, aiming to dissect the factors that sway BDA adoption in Jordanian SMEs. Additionally, the study delves into how perceived usefulness impacts this adoption process. Utilizing structural equation modeling, the study examined data from 388 managers in Jordan. The study validates all its hypotheses, revealing that variables like relative advantage, compatibility, complexity, top management support, competitive pressure, and security influence perceived usefulness, which subsequently has a positive impact on BDA adoption. This research presents a range of theoretical and practical insights.