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New Public Management and institutional virality: the contribution of influence marketing to the adoption of e-services

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  • Juiher El Mahdi

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Ourdi Hmad

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Guerguer Anass

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

Abstract

The digital transformation of public administration depends to a large extent on user acceptance of the digital services on offer. This study explores the determinants of intention to adopt public e-services through an integrated model mobilizing variables from the Technology Acceptance Model (TAM) and specific institutional dimensions. Using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, a structural model was tested on a sample of 100 respondents. The results show that ease of use, source credibility and institutional virality have a significant and positive effect on adoption intention. On the other hand, perceived usefulness and subjective norms showed no positive effect, suggesting an appropriation dynamic influenced more by perceptions of reliability and institutional exemplarity than by classic dimensions of perceived performance. These results call for a rethinking of e-services communication and deployment strategies, with a focus on trust, fluid usage and institutional visibility.

Suggested Citation

  • Juiher El Mahdi & Ourdi Hmad & Guerguer Anass, 2025. "New Public Management and institutional virality: the contribution of influence marketing to the adoption of e-services," Post-Print hal-05250816, HAL.
    • Handle: RePEc:hal:journl:hal-05250816
    Note: View the original document on HAL open archive server: https://hal.science/hal-05250816v1
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