Title: Enhancing usability of digital technologies in small and medium sized enterprises with search engine optimisation and flow theory

Authors: Khalid M. Aboalganam; Hussain A.H. Awad

Addresses: Department of Management Information Systems, Faculty of Business, Amman Arab University, Amman, Jordan ' Department of Management Information Systems, Faculty of Business, Amman Arab University, Amman, Jordan

Abstract: The purpose of this research is to explore how different digital marketing strategies impact usability of digital technology and firm performance. More specifically, current research investigates the influence of search engine optimisation, customer database, perceived utility, landing page and flow theory on usability of digital technology. Data were collected through a research survey, administered among 365 employees working in small and medium sized enterprises. The empirical investigation reveals that altogether search engine optimisation, perceived flow theory, customer database, internet marketing, landing page and perceived utility explained substantial variance R² 78.8% in usability of digital technologies. The moderating effect of perceived efficiency is confirmed between usability of digital technology and firm performance. Findings of the structural equation modelling disclosed several contributions to theory and practice, which in turn assist policy makers to understand factors which impact usability of digital technology in small and medium sized enterprises.

Keywords: search engine optimisation; customer database; flow theory; perceived utility; usability of digital technology; structural equation modelling.

DOI: 10.1504/IJBEX.2024.143698

International Journal of Business Excellence, 2024 Vol.34 No.4, pp.431 - 452

Received: 23 Apr 2021
Accepted: 31 May 2021
Published online: 06 Jan 2025 *

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