PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed.

• Abbas, S., Hassan, H., Asif, J., Junaid, H., & Zainab, F. (2018). What are the key determinants of mobile banking Adoption in Pakistan? International Journal of Scientific & Engineering Research, 9(2), 841-848. https://doi.org/10.14299/ijser.2018.02.012

• Abdat, F. A. (2020). Using UTAUT model to predict social media adoption among Indonesian SMEs. Saudi Journal of Economics and Finance, 4(10), 498-505. https://doi.org/10.36348/sjef.2020.v04i10.003

• Adnan, N., Nordin, S. M., & Rasli, A. M. (2019). A possible resolution of Malaysian sunset industry by green fertilizer technology: Factors affecting the adoption among paddy farmers. Environmental Science and Pollution Research, 26(26), 27198-27224. https://doi.org/10.1007/s11356-019-05650-9

• Alam, S. S., Khatibi, A., Ahmad, M. I., & Ismail, H. B. (2008). Factors affecting e-commerce adoption in the electronic manufacturing companies in Malaysia. International Journal of Commerce and Management, 17(1/2), 125-139. https://doi.org/ 10.1108/10569210710776503.

• AlSharji, A., Ahmad, S. Z., & Abu Bakar, A. R. (2018). Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates. Journal of Entrepreneurship in Emerging Economies, 10(2), 302-328. https://doi.org/ 10.1108/JEEE-08-2017-0058.

• Batra, S., & Arora, D. A. (2020). Adoption of ecommerce in MSME sector. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(9), 5701-5710.

• Belete, S., & Tsegaye, M. (2018). Does behavior of clients matter in adoption of internet banking? Evidence from Commercial Bank of Ethiopia. Journal of Economics and International Finance, 10(6), 58-64. https://doi.org/10.5897/JEIF2018.0901.

• Beranek, L. (2018). An empirical investigation of factors that influence commitment and active participation in in-house affiliate marketing network. International Journal of Electronic Business, 14(3), 189-211. https://doi.org/ 10.1504/IJEB.2018.095957.

• Beranek, L. (2019). The development of an in-house affiliate marketing network - A case study. International Journal of Internet Marketing and Advertising, 13(3), 271-283. https://doi.org/10.1504/ijima.2019.102580

• Cameron, K. S., & Quinn, R. E. (2011). Diagnosing and changing organizational culture: Based on the competing values framework (3rd ed.). Jossey-Bass.

• Chauhan, S., Mukhopadhyay, S., & Jaiswal, M. (2018). The adoption of mobile app for B2C transaction in platform marketplace: An empirical examination of key drivers. Journal of Information Technology Case and Application Research, 20(1), 1-14. https://doi.org/ 10.1080/15228053.2018.1453338.

• Cheung, C. M. K., Chiu, P.-Y., & Lee, M. K. O. (2011). Online social networks: Why do students use Facebook? Computers in Human Behavior, 27(4), 1337-1343. https://doi.org/ 10.1016/j.chb.2010.07.028.

• Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A Partial Least Squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217. https://doi.org/ 10.1287/isre.14.2.189.16018

• Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155-159. https://doi.org/10.1037/0033-2909.112.1.155.

• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/ 10.2307/249008.

• Department of Statistics Malaysia. (2018). Small and Medium Enterprises (SMEs) performance 2017. https://www.dosm.gov.my/v1/index.php.

• Dwivedi, Y. K., Rana, N. P., & Alryalat, M. A. A. (2017). Affiliate marketing: An overview and analysis of emerging literature. The Marketing Review, 17(1), 33-50. https://doi.org/ 10.1362/146934717X14909733966092.

• Fox, P., & Wareham, J. (2010). Governance mechanisms in internet-based affiliate marketing programs in Spain. International Journal of e-Business Research, 6(1), 1-18. https://doi.org/ 10.4018/978-1-61350-462-8.ch014.

• Ghobakhloo, M., Hong, T. S., Sabouri, M. S., & Zulkifli, N. (2012). Strategies for successful information technology adoption in small and medium-sized enterprises. Information, 3, 36-67. https://doi.org/ 10.3390/info3010036.

• Gregori, N., Daniele, R., & Altinay, L. (2014). Affiliate marketing in tourism: Determinants of consumer trust. Journal of Travel Research, 53(2), 196-210. https://doi.org/ 10.1177/0047287513491333.

• Haikal, E. K., Freihat, S. M., Adnan, M., Joudeh, J. M. M., & Hashem, T. N. (2020). The role of supply chain strategy and affiliate marketing in increasing the demand for e-commerce. Social media POV, 9(1), 832-844.

• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications, Inc.

• Haq, Z. U. (2012). Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users. International Journal of Research Studies in Management, 1, 127-137. https://doi.org/ 10.5861/ijrsm.2012.v1i1.84.

• Houghton, S., Moss, M., & Casey, E. (2020). Affiliate marketing of sports betting – A cause for concern? International Gambling Studies, 20(2), 240-245. https://doi.org/10.1080/14459795.2020.1718737

• Huang, Q., Fang, K., & Liu, H. (2013). The moderating role of organizational culture in the relationship between power, trust, and e-SCMS adoption intention. PACIS 2013 Proceedings, 213.

• Jalali, M. S., Kaiser, J. P., Siegel, M., & Madnick, S. (2019). The internet of things (IoT) promises new benefits and risks: A systematic analysis of adoption dynamics of IoT products. IEEE Security and Privacy, 17(2), 39-48. https://doi.org/10.1109/msec.2018.2888780

• Karjaluoto, H., & Taiminen, H. M. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651. https://doi.org/ 10.1108/JSBED-05-2013-0073

• Lee, J.-C., Chen, C.-Y., & Shiue, Y.-C. (2017). The moderating effects of organisational culture on the relationship between absorptive capacity and software process improvement success. Information Technology and People, 30(1), 47-70. https://doi.org/10.1108/ITP-09-2013-0171

• Lee, S. (2018). Enhancing customers’ continued mobile app use in the service industry. Journal of Services Marketing, 32(6), 680-691. https://doi.org/10.1108/JSM-01-2017-0015.

• Lou, L., Tian, Z., & Koh, J. (2017). Tourist satisfaction enhancement using mobile QR code payment: An empirical investigation. Sustainability, 9(7), 1186. https://doi.org/ 10.3390/su9071186.

• Mairura, K. O. (2016). Relative advantage as a determinant of technology adoption among automobile mechanics in micro and small enterprises in Kenya. International Journal Academic Research in Business and Social Sciences, 21(5), 86-92.

• Maksimovic, M. (2018). Greening the future: Green internet of things (G-IoT) as a key technological enabler of sustainable development. The Internet of Things and Big Data Analytics toward Next-Generation Intelligence, 30, 283-313. https://doi.org/ 10.1007/978-3-319-60435-0_12.

• Mazurek, G., & Kucia, M. (2011, September 1-3). Potential of affiliate marketing [Paper presentation]. 7th International Conference Management of Technological Changes, Alexandroupolis, Greece.

• Mbiadjo, F. F. M., & Djeumene, P. (2015). Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information. African Journal of Marketing Management, 7(2), 20-31. https://doi.org/ 10.5897/AJMM2014.0430.

• Merchant, S. (2007). Exploring the influence of cultural values on the acceptance of information technology: An application of the technology acceptance model. Informing Science and Information Technology, 4, 430-443.

• Nagy, J. T. (2018). Evaluation of online video usage and learning satisfaction: An extension of the technology acceptance model. The International Review of Research in Open and Distributed Learning, 19(1), 160-185. https://doi.org/ 10.19173/irrodl.v19i1.2886.

• Newton, S., & Ojo, M. (2018). Driving traffic and customer activity through affiliate marketing: Understanding and addressing the differences between affiliate marketing. In S. Singh (Ed.), Driving traffic and customer activity through affiliate marketing (pp. 101-112). IGI Global. https://doi.org/10.4018/978-1-5225-2656-8.ch007

• Okafor, D. J, Nico, M., & Azman, B. B. (2016). The influence of perceived ease of use and perceived usefulness on the intention to use a suggested online advertising workflow. Canadian International Journal of Science and Technology, 6(14), 162-174.

• Poorangi, M. M., Khin, E. W. S., Nikoonejad, S., & Kardevani, A. (2013). E-commerce adoption in Malaysian small and medium enterprises practitioner firms: A revisit on Rogers’ model. Annals of the Brazilian Academy of Sciences, 85(4), 1593-1604. https://doi.org/ 10.1590/0001- 37652013103512.

• Quinn, R. E., & Kimberly, J. R. (1984). Paradox, planning, and perseverance: Guidelines for managerial practice. In J. R. Kimberley & R. E. Quinn (Eds.), Managing organizational transitions (pp. 295-313). Irwin.

• Quinn, R. E., & Spreitzer, G. M. (1991). The psychometrics of the competing values culture instrument and an analysis of the impact of organization culture on quality of life. Research in Organizational Change Development, 5, 115-142.

• Rahaman, S. U., Badugula, N. M., Wang, T.-W., & Somarajan, N. C. (2018). The current development of technology model in e-commerce and suggestion for future research. MWAIS 2018 Proceedings, 1-7.

• Rahi, S., Abd. Ghani, M., Alnaser, F. M., & Ngah, A. H. (2018). Investigating the role of unified theory of acceptance and use of technology (UTAUT) in internet banking adoption context. Management of Information Management, 8(3), 173-186. https://doi.org/ 10.1108/WJSTSD-05-2018-0040.

• Rai, R. K. (2011). Knowledge management and organizational culture: A theoretical integrative framework. Journal of Knowledge Management, 15(5), 779-801. https://doi.org/10.1108/13673271111174320.

• Ramachandran, A. T., Ahmad, N., Miskon, S., & Iahad, N. A. (2019). Factors influencing the adoption of social media in service sector small and medium enterprises (SMEs). Advances in Intelligent Systems and Computing, 1073 (July), 917-925. https://doi.org/10.1007/978-3-030-33582-3_86

• Ramayah, T., Ling, N. S., Taghizadeh, S. K., & Rahman, S. A. (2016). Factors influencing SMEs website continuance intention in Malaysia. Telematics and Informatics, 33(1), 150-164. https://doi.org/ 10.1016/j.tele.2015.06.007.

• Rogers, E. M. (1983) Diffusion of innovations (3rd ed). Free Press, Collier Macmillan.

• Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press, Collier Macmillan.

• Samat, M. F., Yusoff, N. H., Ismail, M., Annual, N., & Mamat, M. (2017). Technological factor and social media marketing adoption among SMEs in Kelantan. Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship, 456-461. https://doi.org/ 10.5220/0006887904560461.

• Sandu, R., Gide, E., & Karim, S. (2017). The impact of innovatives strategies to influence the adoption of cloud based service success in Indian small and medium enterprises (SMEs). International Journal of Art and Sciences, 10(2), 389-400.

• Saunders, M. N. K., Lewis, P., & Thornhill, A. (2009). Research methods for business students (5th ed.). Prentice Hall.

• Shaltoni, A. M. (2017). From websites to social media: Exploring the adoption of internet marketing in emerging industrial markets. Journal of Business and Industrial Marketing, 32(7), 1009-1019. https://doi.org/ 10.1108/JBIM-06-2016-0122.

• Singhal, K., & Anand, A. (2021). Analysis of YouTube channel analytics and affiliate marketing with operating system. In G. S. Hura, A. K. Singh, & L. S. Hoe (Eds.), Advances in communication and computational technology (pp. 1527-1537). Springer. https://doi.org/10.1007/978-981-15-5341-7_117

• SME Corporation Malaysia. (2018). SME annual report 2017/18. https://www.smecorp.gov.my/index.php/en/laporan-tahunan/3342-laporan-tahunan-pks-2017-18

• Suchada, J., Watanapa, B., Charoenkitkarn, N., & Chirapornchai, T. (2018). Hotels and resorts rent intention via online affiliate marketing. KnE Social Sciences, 3(1), 132-142. https://doi.org/ 10.18502/kss.v3i1.1402.

• Sun, S., Cegielski, C. G., Jia, L., & Hall, D. J. (2018). Understanding the factors affecting the organizational adoption of big data. Journal of Computer Information Systems, 58(3), 193-203. https://doi.org/ 10.1080/08874417.2016.1222891.

• Suryanarayana, S. A., Sarne, D., & Kraus, S. (2019). Information disclosure and partner management in affiliate marketing. Proceedings of the First International Conference on Distributed Artificial Intelligence, 1-8. https://doi.org/10.1145/3356464.3357703

• Thaker, M. A. B. M. T. (2018). Modelling SMEs’ behavioral intention to adopt Islamic crowdfunding-small and medium enterprises (ICSMES) model as a source of financing in Malaysia. Journal of Islamic Monetary Economics and Finance, 4(2), 293-310. https://doi.org/ 10.21098/jimf.v4i2.961.

• Thiesse, F., Staake, T., Schmitt, P., & Fleisch, E. (2011). The rise of the “next‐generation bar code: An international RFID adoption study. Supply Chain Management International Journal, 16(5), 328-345. https://doi.org/ 10.1108/13598541111155848.

• Tian, M., Deng, P., Zhang, Y., & Salmador, M. P. (2018). How does culture influence innovation? A systematic literature review. Management Decision, 56(5), 1088-1107. https://doi.org/ 10.1108/MD-05-2017-0462.

• Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/ 10.2307/30036540.

• Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.

• Zain, Z. M., Jusoh, A. A., Munir, R. I. S., & Putit, L. (2020). Drivers of E-Commerce Adoption amongst Small & Medium Sized Enterprises (SMEs) in the Business Service Sector. Journal of International Business, Economics and Entrepreneurship, 5(1), 50-58.

• Zhang, S., & Cabage, N. (2017). Search engine optimization: Comparison of link building and social sharing. Journal of Computer Information Systems, 57(2), 148-159. https://doi.org/ 10.1080/08874417.2016.1183447.

• Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43, 189-209. https://doi.org/ 10.1016/j.chb.2014.10.050.