Detail Cantuman

The present study attempts to examine the determinants of social
media use by handicraft industry of Indonesia and its impact on export
and marketing performance. The primary data has been collected from
the sample of 301 respondents. To examine the impact of incorporated
variables on the marketing and export performance, the Confirmatory
factors analysis and Structural equation modeling approaches are
incorporated in the study, as well as several tests that were applied
including descriptive analysis, KMO and Bartlett’s test, rotated
component matrix, convergent and discriminant validity. The results
show significant differences in direct and indirect effects. The direct
effects indicated that perceived ease of use and subjective norm are the
insignificant predictors of marketing performance, whereas, relative
advantage significantly predicts marketing performance. Likewise, for
export performance, perceived ease of use and relative advantage are
found as significant predictors. While the indirect effects show that
social media use significantly mediated the relationship of perceived
ease of use, relative advantage, subjective norm and marketing
performance. On the contrary, no mediation of subjective norm is
observed in the relationship between subjective norm and export
performance, while, social media use acts as a significant mediator in
the relationship of perceived ease of use, relative advantage and export
performance. Also, the study embraces several theoretical, practical
and policy-making implications for the marketing management
practitioners and strategy developers to attain high levels of marketing
and export performance with the utilisation of social media. Lastly various limitations have been discussed for in-depth findings by future
researchers.