Assessment of Perception of Usage of Mobile Social Media on Online Business Model through Technological Acceptance Model (TAM) and Structural Equation Modeling (SEM)

Tangri, Kiran; Joghee, Shanmugan; Kalra, Deepak; Shameem, Beenish; Agarwal, Ruchi

doi:10.1109/icbats57792.2023.10111279

Cited by 4 publications

(3 citation statements)

References 18 publications

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“…The recent scholarly work emphasizes the pivotal role of innovation in corporate management, with a particular focus on integrating digital strategies. The research underlines the imperative for companies to evolve with flexible organizational structures and prioritize establishing a robust digital presence, which is increasingly critical in the contemporary business environment (Tangri et al, 2023). In the Nigerian FMCG sector context, many brands have revamped their e-commerce platforms, ensuring consumers a seamless online shopping experience.…”

Section: E-commerce and Direct-to-consumer Initiativesmentioning

confidence: 99%

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Ifeoluwa Oreofe Adekuajo,

Chioma Ann Udeh,

Adekunle Abiola Abdul

et al. 2023

Int. j. manag. entrep. res

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The COVID-19 pandemic has ushered in a wave of unprecedented challenges across global markets, with Nigeria's Fast-Moving Consumer Goods (FMCG) sector being no exception. This study delves deep into the crisis marketing strategies employed by Nigerian FMCG brands during this tumultuous period. The research utilized the potential of a qualitative approach to offer a broad view of the sector's response to the pandemic-induced challenges. The findings underscored a significant shift towards digital platforms, with brands leveraging online engagements, e-commerce initiatives, and social media campaigns to maintain consumer connections. Concurrently, offline strategies were reimagined, emphasizing safety, community engagement, and product diversification. The analysis revealed that these adaptive strategies mitigated the immediate economic ramifications and positioned brands for long-term success in a post-pandemic world. In conclusion, the FMCG sector in Nigeria demonstrated remarkable resilience and adaptability, with brands developing robust crisis marketing strategies rooted in consumer-centricity, agility, and data-driven insights. The study recommends continued investment in digital transformation, prioritization of consumer needs, and adaptability as key pillars for future success. This research provides a blueprint for FMCG brands globally, offering insights into navigating market challenges with agility and innovation. Keywords: FMCG, Nigeria, Crisis Marketing, Digital Transformation, Consumer-Centricity, Covid-19 Pandemic.

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Section: E-commerce and Direct-to-consumer Initiativesmentioning

confidence: 99%

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Ifeoluwa Oreofe Adekuajo,

Chioma Ann Udeh,

Adekunle Abiola Abdul

et al. 2023

Int. j. manag. entrep. res

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“…In this other study [29], the research discovered that both the perceived simplicity of usage and the portability aspects had a considerable impact on the perceived usefulness of mobile health services. In [30], it was revealed that the perceived level of physical risk and key factors from the TAM were strong indicators of individuals' intentions to use mobile applications for online transportation services. Finally, in [30], it was demonstrated that mobile social media usage exerted a substantial indirect influence on online business models.…”

mentioning

confidence: 99%

“…In [30], it was revealed that the perceived level of physical risk and key factors from the TAM were strong indicators of individuals' intentions to use mobile applications for online transportation services. Finally, in [30], it was demonstrated that mobile social media usage exerted a substantial indirect influence on online business models. This influence was mediated by the TAM, emphasizing its critical role in the frequency of mobile use.…”

mentioning

confidence: 99%

Smart Cities and Citizen Adoption: Exploring Tourist Digital Maturity for Personalizing Recommendations

2023

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Due to the irruption of new technologies in cities such as mobile applications, geographic information systems, internet of things (IoT), Big Data, or artificial intelligence (AI), new approaches to citizen management are being developed. The primary goal is to adapt citizen services to this evolving technological environment, thereby enhancing the overall urban experience. These new services can enable city governments and businesses to offer their citizens a truly immersive experience that facilitates their day-to-day lives and ultimately improves their standard of living. In this arena, it is important to emphasize that all investments in infrastructure and technological developments in Smart Cities will be wasted if the citizens for whom they have been created eventually do not use them for whatever reason. To avoid these kinds of problems, the citizens’ level of adaptation to the technologies should be evaluated. However, although much has been studied about new technological developments, studies to validate the actual impact and user acceptance of these technological models are much more limited. This work endeavors to address this deficiency by presenting a new model of personalized recommendations based in the technology acceptance model (TAM). To achieve the goal, this research introduces an assessment system for tourists’ digital maturity level (DMT) that combines a fuzzy 2-tuple linguistic model and the analytic hierarchy process (AHP). This approach aims to prioritize and personalize the connection and communication between tourists and Smart Cities based on the digital maturity level of the tourist. The results have shown a significant correlation between technology usage and the potential for personalized experiences in the context of tourism and Smart Cities.

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Are Smart Cities Successfully Accepted by all Citizens? A New Recommender System Applied to Tourist Mobile Technologies

Díaz¹,

Salvador²,

Hernández³

2023

Preprint

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Due to the irruption of new technologies in cities such as mobile applications, geographic infor-mation systems, Big Data, Internet of Things (IoT) or Artificial Intelligence (AI), new approaches to citizen management are being developed with the aim of adapting citizen services to this new en-vironment. These new services can enable city governments and businesses to offer their citizens a truly immersive experience that facilitates their day-to-day lives and ultimately improves their quality of life. In this sense, it is important to emphasize that all investments in infrastructure and technological developments in smart cities will be wasted if the citizens for whom they have been created eventually do not use them for whatever reason. To avoid these kinds of problems, the citizen's level of adaptation to the technologies should be evaluated. However, although much has been studied about new technological developments, studies to validate the actual impact and user acceptance of these technological models are much more limited. This paper tries to fill this gap presenting a new model of recommender system based in the most cited and used model in the scientific and academic literature: the Technology Acceptance Model (TAM) and using the most cited and agreed upon criteria in the existing literature. To accomplish the objective, this study in-troduces a novel recommender system that utilizes a fuzzy 2-tuple linguistic model in conjunction with the analytic hierarchy process (AHP) method to prioritize and personalize the relationship between tourists and smart cities. The methodology proposed in this paper was tested and validated in a case of study through different clusters to derive global recommendations tailored to each specific cluster. The main findings reveal that the use of technology is closely linked to the ability to enjoy personalized experiences in the realm of Smart Cities and Smart Tourism. As future works, authors recommend extending the recommender system model to any cluster of tourists using the proposed methodology and evaluate also other kind of disruptive technologies such as artificial intelligence (AI) in supporting the citizens.

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Assessment of Perception of Usage of Mobile Social Media on Online Business Model through Technological Acceptance Model (TAM) and Structural Equation Modeling (SEM)

Cited by 4 publications

References 18 publications

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Smart Cities and Citizen Adoption: Exploring Tourist Digital Maturity for Personalizing Recommendations

Are Smart Cities Successfully Accepted by all Citizens? A New Recommender System Applied to Tourist Mobile Technologies

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