Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling

Abstract

The implementation of novel technologies such as social networks is altering the landscape of contemporary Small and Medium Enterprises (SMEs) including the ones located in UAE. The purpose of this research is to define the extent of technological acceptance of Facebook in business activities through the Technology Acceptance Model (TAM). To achieve this, the structural equation modeling is employed with the application of 130 surveys. Empirical evidence displays positive significance in most of the constructs such as Perceived Usefulness, Easy to Use, Intended Use, Attitude of Use and Current Use and also suggests the lack of a culture regarding the use, handling, and acceptance of Facebook as a marketing tool in most businesses consulted.