Challenges of Social Media Adoption in the Garment Industry of Addis Ababa: A Technology-Organization-Environment (TOE) Framework Analysis
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Date
2024-06
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Addis Ababa University
Abstract
Social media platforms have allowed merchants to reach a larger audience with their marketing initiatives in today's technologically advanced environment. The fashion and garment industries' entire value chain is being impacted by this recently developed technology. However, when it comes to their marketing activities, the textile industries face many difficulties. With this perspective, the Technology-Organization-Environment Framework was used in this study to examine the difficulties associated with social media adoption for the Addis Ababa garment industry. A hybrid strategy, in conjunction with a cross-sectional and exploratory research design, was used to accomplish the study objectives and answer research questions.
Convenience sampling was used to conduct the survey among the owners, managers, and marketing managers of each chosen garment company. In terms of sample size, 310 valid and useful replies were gathered from the 350 target respondents. Marketing managers and owners of particular clothing brands completed structured questionnaires that were used to gather quantitative data. Following a review of the theoretical and empirical literature, the study examined two broad hypotheses.
The researcher uses the Technology, Organization, and Environment (TOE) framework to determine the effects of demographic variables, such as gender, age, educational attainment, and work experience, on how people perceive technological, organizational, and environmental challenges. Additionally, the researcher looks at the relationship between social media usage variables, such as frequency of usage and platform type, and how garment business perceive these (TOE) challenges.
Using SPSS tools, the researcher analyzes quantitative data and presents descriptive statistics like frequencies, percentages, means, and standard deviations. The outcome demonstrates that views of the difficulties in implementing social media are significantly influenced by both independent variables (demographic and social media usage characteristics). After these statistical presentations, A MANOVA was conducted to determine the effect of gender, age, education level, work experience, social media platform, and frequency of social media usage on the combined dependent variables. Significant multivariate effects were found for gender (Λ=.948, F(3,290)=5.345, p=.001), age (Λ=.785, F(9,705.934)=8.214, p<.001), education level
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(Λ=.875, F(6,580)=6.670, p<.001), work experience (Λ=.832, F(9,705.934)=6.157, p<.001), and frequency of social media usage (Λ=.922, F(3,290)=8.166, p<.001). However, social media platform usage did not have a significant multivariate effect (Λ=.914, F(21,833.274)=1.266, p=.189).
As can be seen in the study result of the first Hypothesis, Demographic variables (gender, age, educational level, and work experience) partiality supports the hypothesis:- H 1 a: Demographic Characteristics have Influence on Perception of Technological Challenges, H 1b: Demographic Characteristics have Influence on Perception of internal/ organizational Challenges. And H 1c: Demographic Characteristics have Influence on Perception of external/environmental Challenges
Regarding second Hypothesis, social media usage (Frequency and type of social media platforms Usage partially support H 2a (Type of Social Media Platforms and Frequencies of Usage Have Influence on Perception of Technological Challenges), And social media usage (Frequency and type of social media platforms Usage support both hypothesis (H 2b , and H 2c). H 2b: (Type of social media platforms and Frequencies of usage have influence on Perception of Internal/Organizational Challenges) and H 2c: (Type of social media platforms and Frequencies of usage have influence on Perception of external/environmental Challenges).
Key Words: - Demography, Social Media Usage, Technology, Organizational/Internal, External/Environmental, Brand