Information Technology Adoption in Digital Marketing: A Field Study of Libyan Organizations Using the UTAUT2 Model and Structural Equation Modeling

Abstract

This study aimed to identify the factors influencing the adoption of information technology in digital marketing within Libyan organizations, based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) developed by Venkatesh et al. (2012). The study employed a quantitative descriptive–analytical approach and collected primary data from 384 managers and marketing officers working in small, medium-sized, and large organizations in Tripoli, Benghazi, Misrata, and Sirte. Data were gathered through a 32-item questionnaire measured on a five-point Likert scale. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM) through SmartPLS 4. The findings supported all ten hypotheses. Performance expectancy (β = 0.31), habit (β = 0.27), social influence (β = 0.22), and effort expectancy (β = 0.18) were found to be the strongest predictors of behavioral intention. The model explained 78.7% of the variance in behavioral intention and 74.1% of the variance in actual use behavior. These values were higher than those reported in comparable studies conducted in Jordan (60.4%) and Lebanon (66.7%). This study represents the first detailed application of the UTAUT2 model in the Libyan marketing sector. It recommends integrating the resulting linear equations into the planning of training programs for marketing personnel and into the governance of digital transformation in Libya’s private sector.