The SMEs' Technology Acceptance of Digital Media for Stakeholder Engagement

Camilleri, M.A. (2018). The SMEs’ Technology Acceptance of Digital Media for Stakeholder Engagement. Journal of Small Business and Enterprise Development (Forthcoming)

26 Pages Posted: 4 Sep 2018

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: 2018

Abstract

Purpose: Small and medium sized enterprises (SMEs) are increasingly communicating and interacting with stakeholders through digital media. Therefore, this research investigates the SME owner-managers' attitudes toward the pace of technological innovation, and it examines their perceived use and ease of digital media for stakeholder engagement.

Design: The research methodology integrated measuring items from the technology acceptance model, the pace of technological innovation and corporate social responsibility (CSR), to better understand the SME owner-managers’ rationale for using digital media. The respondents were expected to reveal their attitudes toward commercial, ethical and social responsibilities.

Findings: A factor analysis indicated that the SME owner-managers were perceiving the usefulness of digital media to engage with marketplace stakeholders. Whilst, a stepwise regression analysis reported positive and significant relationships between the pace of technological innovation and the SMEs’ perceived usefulness of digital media for communication purposes. The results also revealed that young owner-managers from large SMEs were more likely to utilize digital media than their smaller counterparts.

Originality: This contribution implies that both small and micro businesses are utilizing digital media to improve their stakeholder engagement. This study indicates that the pace of technological innovation, the SMEs’ perceived ease of use of digital media, as well as their commercial responsibility were significant antecedents for the SMEs’ online communication.

Keywords: Responsible Entrepreneurship, CSR, Corporate Social Responsibility, Digital Media, Online, Social Media, TAM, Technology Acceptance Model, Pace of Technological Innovation, CSR measures

JEL Classification: M00, M1, M10, M13, M14, M15, M3, M30, M31, M37, O3, O30, O31, O31, O32, O35

Suggested Citation

Camilleri, Mark, The SMEs' Technology Acceptance of Digital Media for Stakeholder Engagement (2018). Camilleri, M.A. (2018). The SMEs’ Technology Acceptance of Digital Media for Stakeholder Engagement. Journal of Small Business and Enterprise Development (Forthcoming). Available at SSRN: https://ssrn.com/abstract=3238648

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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