Journal of New Approaches in Management and Marketing

Designing a Grounded Theory Model of Social Acceptance of Smart Home Technology among Iraqi Consumers

Articles in Press

Document Type : Original Article (Qualitative)

Authors

Abdullah Abdulkareem Abbas Al-saadi 1
Ghasem Zarei 2
Mohammad Bashekouh Ajirloo 3
Naser Seifollahi 3

1 Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Department of Business Management, University of Mohaghegh Ardabili,

3 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

10.22034/jnamm.2026.578973.1265
Abstract
At the dawn of the twenty‑first century, the rapid surge in information and communication technologies and Industry 4.0 digital innovations led to the widespread adoption of smart home technologies across societies, creating a major transformation in the housing sector. Accordingly, the present study sought to develop a grounded theory model of the social acceptance of smart home technology among Iraqi consumers, based on an interpretivist paradigm.

The study’s statistical population consisted of fifteen experts in smart home technology and university faculty members specializing in marketing. Participants were selected using the snowball sampling method and took part in semi‑structured interviews. The collected data were analyzed using the latent content analysis technique in MAXQDA 2024 through three stages of open, axial, and selective coding.

The findings led to the emergence of several key conceptual categories: smart home technology acceptance, perceived trust and security, lifestyle‑integration behaviors, economic decision‑making, and responses to social influence. Based on these categories, seven new core hypotheses were formulated. The results demonstrated that the central category, “social acceptance of smart home technology,” represents a multidimensional construct shaped by cognitive, social, and innovation‑related factors.

Keywords

Smart Home Technology
Social Acceptance
Grounded Theory Strategy
Iraqi Consumers

Subjects

Journal of New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 20 June 2026

  • Receive Date 01 January 2026
  • Revise Date 11 March 2026
  • Accept Date 29 April 2026

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