Purpose This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS. Design/methodology/approach This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience. Findings By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5). Practical implications This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events. Social implications This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way. Originality/value The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.
Purpose The purpose of this paper is to examine the developmental level of entrepreneurship education within the context of Jordanian higher education. The level of development in such education is investigated based on two areas: the educational courses and programs themselves and the formal structures within which they are embedded. Design/methodology/approach The quantitative approach is based on a survey scan of all 29 Jordanian universities, including their course plans, educational programs, departments and centers. A list of entrepreneurship centers, programs and course subjects is provided and analyzed. Findings The main findings of study are: in Jordan, entrepreneurship education is still at an early stage of development, and its offerings are limited to a few courses covering some introductory subjects in small business and entrepreneurship courses. Of the Jordanian universities, one university offers a major educational graduate program in entrepreneurship and 27.5 percent have centers for innovation and entrepreneurship, but lack any entrepreneurship departments. Entrepreneurship education is new in Jordan: the first provided course was a small business management; the first center was established in 2004 and later in 2012, it offered the first educational programs in entrepreneurship. Research implications This paper assists all stakeholders in higher education to build an understanding of the nature of entrepreneurship education in Jordan and supports the design of appropriate strategies for encouraging entrepreneurial subjects to be incorporated into the country’s universities educational programs. Originality/value The value of this study stems from its aim to provide an overview of the status of entrepreneurship education in Jordanian universities. It also makes a contribution to knowledge as the first nationwide study in this context.
In this paper we focus on how female entrepreneurs in Jordan finance the establishment and early growth of their technology-based ventures. Previous research exploring the experiences of female entrepreneurs, undertaken primarily in Western, developed countries, had emphasised their early reliance on informal capital, sourced via personal networks, acquaintances, friends and family. Little was known, however, about the experiences of women in developing economies, such as the Middle East, where they represent a growing proportion of the educated and entrepreneurial populations, albeit from a small base. The study discussed here investigated the entrepreneurial journey of the female founders of 16 technology-based firms in Jordan, adopting a network perspective to explore how they accessed sources of finance and investigate the dynamic nature and characteristics of their financial ties, from startup through to early-growth. Our findings show how, compared with their western counterparts, these Jordanian women adopt a very different approach to venture funding from the start, relying more heavily on formal sources and networks. In securing funds from formal business networks ties, they leverage benefits from connections established via formal events and networking platforms to facilitate development of their financial network ties at a very early stage.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.