Open AccessThe relationship between Internet of things and search engine optimization in Jordanian Tele-communication Companies: The mediating role of user behavior
Author(s) -
Nawras M. Nusairat,
Jassim Ahmad Al-Gasawneh,
Abdalrazzaq Aloqool,
Khalid AL-Zu’bi,
Abdel Hakim O. Akhorshaideh,
J. Joudeh,
Hatim Ibrahim
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.6.016
Subject(s) - extant taxon , usable , internet of things , sample (material) , conceptual model , knowledge management , computer science , business , the internet , marketing , world wide web , database , chemistry , chromatography , evolutionary biology , biology
This research paper aims to investigate the effect of Internet of Things (IoT) on Search Engine Optimization (SEO) by considering the mediating role of user behavior on this effect. A conceptual research model was developed in accordance with the UTAUT and based on a thorough analysis of extant research. A self-handled questionnaire survey was administered to a purposely selected sample of employees working in telecommunications companies in Jordan. A dataset of 131 usable questionnaires were subjected to data analysis using SmartPLS 3.0. The main findings showed that IoT affected SEO and user behavior. User behavior was also found to be significantly predicted by IoT and to mediate its effect on SEO. The results revealed the significance of SEO as an emerging effective electronic marketing tool in encouraging consumers' adoption of new technologies. The paper ends with a discussion of findings, conclusions, and areas for future research.