The Impact of Social Media Marketing Adoption on Homemade Food Start-ups Performance

Abstract

This study used TAM to achieve the objective of examining the impact of perceived ease of use (PEOU), perceived usefulness (PU), interactivity, perceived value (PV), and critical mass on business performance (BP) mediating buy social media marketing (SMM) adoption. An online survey was distributed to 174 participants in Jordanian homemade food start-ups. AMOS was used to evaluate a sample of 152 valid surveys. This study had seven hypotheses, all of which were supported. The results highlight that PEOU, PU, interactivity, PV, and critical mass have a significant positive impact on SMM adoption. Furthermore, this study found that SMM adoption has a significant impact on business performance. In addition, this study contributes to the existing knowledge related to SMM adoption and is valuable to enterprises.