Survey Dataset on Social Media Marketing Adoption and Business Performance among Tourism SMEs in East Java, Indonesia
Description
This dataset contains coded survey data and the research model used in the study on social media marketing adoption among tourism SMEs in East Java, Indonesia. The coded data include variables based on the Technology–Organization–Environment (TOE) framework, covering competitive pressure, relative advantage, compatibility, top management support, financial constraints, complexity, government support, environmental uncertainty, social media marketing adoption, and business performance. The dataset also includes the research model used to examine the relationships among these variables. The data support quantitative analysis using PLS-SEM and are associated with the manuscript entitled “Platform Pressure, Resource Constraints and Institutional Misalignment in Tourism SMEs Digitalisation: Evidence from Social Media Marketing Adoption in Indonesia.