Abstract
This research paper aims to investigate the effect of Internet of Things (IoT) on Search Engine Optimization (SEO) by considering the mediating role of user behavior on this effect. A conceptual research model was developed in accordance with the UTAUT and based on a thorough analysis of extant research. A self-handled questionnaire survey was administered to a purposely selected sample of employees working in telecommunications companies in Jordan. A dataset of 131 usable questionnaires were subjected to data analysis using SmartPLS 3.0. The main findings showed that IoT affected SEO and user behavior. User behavior was also found to be significantly predicted by IoT and to mediate its effect on SEO. The results revealed the significance of SEO as an emerging effective electronic marketing tool in encouraging consumers' adoption of new technologies. The paper ends with a discussion of findings, conclusions, and areas for future research.
Highlights
People use the internet for almost everything in their daily life, basically communications
In terms of the relationship between the Internet of Things (IoT) and User Behavior, the findings revealed that the IoT had a positive direct significant impact on User Behavior, implying that H2 was supported
This result is consistent with Cata & Martz (2015) and Zolkepli et al (2020) who found a positive relationship between the IoT and User Behavior
Summary
People use the internet for almost everything in their daily life, basically communications. IoT aims to create a new value through the exchange of information and knowledge between people and objects (Zeinab & Elmustafa, 2017; Kumar & Mallick, 2018) This relationship can be realized using various technological solutions provided by internet providers. Understanding user-behavior for technologies like IoT and SEO becomes important in several contexts including user experience design, software development and marketing. To this end, users must be observed, and this observation should be analyzed (Johansson, 2016; Ngah et al, 2021). This study tries to figure out if adopting and accepting IoT technology -which results in transferred bulk information- influences results generated from search engines, conjointly it tries to explore the effect of users' behavior on the relationship between IoT and SEO
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