Moderating and Mediating Roles of Users' Self-Efficacy and User Behavior amongst the Internet of Things and Search Engine Optimization

This study intends to examine how the Internet of Things (IoT) is affecting search engine optimization (SEO), while also considering the mediating function that user behavior plays. Based on a thorough examination of previous studies, a conceptual research model was created in accordance with UTAUT. An intentional sample of Jordanian workers working for telecom businesses was surveyed using a self-management questionnaire. Using Smart PLS 3.0, a dataset of 131 acceptable questions was examined. The IoT has an impact on user behavior and SEO, according to key findings. IoT also makes important predictions about user behavior, which mediates how it affects SEO, finally found that Users' self-efficacy moderated the link amongst Internet of Things (IoT) and user behavior. The outcomes highlight the significance of SEO as a cutting-edge, successful e-marketing technique for promoting consumer acceptance of new technology.