Social commerce in rural Jordan: analyzing adoption factors through the lens of innovation diffusion and perceived risks

Mousa Al-kfairy, Reem Ahmed Saleh Mohamed Alyafei · 2025 · Journal of Small Business and Enterprise Development

Summary. Small businesses in rural Jordan adopt social commerce when they perceive relative advantage, compatibility, and trialability benefits. Complexity and perceived risks—particularly economic and security concerns—block adoption. Visibility of benefits has minimal impact. The study recommends simplified, secure, cost-effective solutions to accelerate digital transformation among rural enterprises.

Read the original

Cite this article

Al-kfairy, M., & Alyafei, R. A. S. M.. (2025). Social commerce in rural Jordan: analyzing adoption factors through the lens of innovation diffusion and perceived risks. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/jsbed-02-2025-0070

@article{al-kfairy-2025-social-commerce-rural-jordan-analyzing,
  title   = {Social commerce in rural Jordan: analyzing adoption factors through the lens of innovation diffusion and perceived risks},
  author  = {Mousa Al-kfairy and Reem Ahmed Saleh Mohamed Alyafei},
  journal = {Journal of Small Business and Enterprise Development},
  year    = {2025},
  doi     = {10.1108/jsbed-02-2025-0070},
  url     = {https://doi.org/10.1108/jsbed-02-2025-0070}
}

TY  - JOUR
TI  - Social commerce in rural Jordan: analyzing adoption factors through the lens of innovation diffusion and perceived risks
AU  - Mousa Al-kfairy
AU  - Reem Ahmed Saleh Mohamed Alyafei
JO  - Journal of Small Business and Enterprise Development
PY  - 2025
DO  - 10.1108/jsbed-02-2025-0070
UR  - https://doi.org/10.1108/jsbed-02-2025-0070
ER  -

Details

DOI: 10.1108/jsbed-02-2025-0070
Countries: Jordan
Categories: broadband-and-digital, entrepreneurship, policy
Added: 2026-04-28