Nor Afifah Yusof and Mohd Noor Hidayat Jimainal and Rudy Ansar and Brahim Chekima and Ng, Yen Phin and Shalahuddin Shalahuddin (2025) The moderating role of socio-economic status in digital marketing adoption and agribusiness sustainability among rural youth. International Journal of Research and Innovation in Social Science (IJRISS), IX. pp. 813-824. ISSN 2454-6186
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Abstract
This conceptual paper examines the socioeconomic status (SES) moderates the use of digital marketing tools in sustainable agribusiness among rural youths. By using an integrated framework based on the Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT), the study examines key factors influencing digital marketing adoption. The three constructs which have been included in this study are perceived usefulness (PU), perceived ease of use (PEOU), and social influence. TAM has focused on perceived characteristics in the adoption of technologies, while the IDT model has favoured the influence of the social context and community. The combination of these models is significant in offering an overall framework for understanding the individual, social and contextual antecedents of the adoption decision-making process. This paper contributes to the literature by arguing that SES plays a critical role in the moderation of the relationship between PU, PEOU, social influence, and agribusiness sustainability. The insights presented in the paper offer a valuable recommendation for policymakers, academics and other related stakeholders in addressing SES disparities among rural youths and promoting inclusive digital adoption in agribusiness.
| Item Type: | Article |
|---|---|
| Keyword: | Socioeconomic Status, Digital Marketing Adoption, Sustainable Agribusiness, Rural Youths |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD9000-9999 Special industries and trades > HD9000-9495 Agricultural industries H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | SITI AZIZAH BINTI IDRIS - |
| Date Deposited: | 24 Jun 2025 15:11 |
| Last Modified: | 24 Jun 2025 15:11 |
| URI: | https://eprints.ums.edu.my/id/eprint/44258 |
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