A Conceptual Review of Social Media Adoption in SMEs

Namankani, Hanaa; Moxham, Claire; Tickle, Matthew

doi:10.1007/978-3-319-45234-0_22

Cited by 6 publications

(7 citation statements)

References 25 publications

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“…This is expected as SM adoption by SMEs is considered beneficial, which results in many positive outcomes. The research results remained consistent with past studies' findings suggesting that perceived benefits of new technology positively affect the adoption of such technology [53,[62][63][64]. Similarly, the authors found that SM's perceived compatibility significantly predicts SM adoption by SMEs (p < 0.05).…”

Section: Discussionsupporting

confidence: 89%

“…Considering the limitations of Roger's DoI and Davis' TAM models as well as the quest for a comprehensive framework for investigating new technology adoption within the SMEs sector, it is considered more appropriate to have a pool of multidimensional factors that affect the adoption of SM in the context of SMEs, since adoption in such a context is mostly defined by the multidimensional nature of such factors [63,64]. Namankani et al [59] define these factors as external environmental factors and internal organisational factors.…”

Section: The Theoretical Lens Of the Current Study (Toe Framework)mentioning

confidence: 99%

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Social Media Adoption and Financial Sustainability: Learned Lessons from Developing Countries

et al. 2020

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Social Media (SM) is considered one of the most discussed topics in today’s business environment, mostly because of the recent developments and improvements in computer and ICT (Information and Communications Technology) technologies. However, very little is known about Social Media’s (SM) role in creating Small and Medium-sized Enterprises’ (SMEs’) financial sustainability. Drawing upon the Technology Organisational and Environmental (TOE) framework, the authors constructed a comprehensive model that examined the role of different factors in the adoption of SM by SMEs in developing countries (using Pakistan as an example). Using a questionnaire survey of 383 owners/managers of SMEs in Pakistan, the research findings determined the different factors (i.e., organisational, technological, and environmental), which can impact the adoption of SM by SMEs. In line with previous research studies, the results of structural equation modelling show that technological factors such as perceived benefits of SM, compatibility of SM, cost, and trust have a substantial effect on SMEs’ SM adoption. Similarly, both organisational factors: top management support and technological competence, are strong predictors of SM adoption in SMEs. Finally, environmental factors (i.e., competitor pressure, customer pressure, and information intensity) positively impacted SM adoption by SMEs. The effect of SM adoption on SMEs’ financial sustainability was also tested and found to be positive and significant. Several theoretical and practical implications for owners/managers and other stakeholders regarding SM’s successful implementation by SMEs are highlighted within the paper.

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Section: Discussionsupporting

confidence: 89%

Section: The Theoretical Lens Of the Current Study (Toe Framework)mentioning

confidence: 99%

Social Media Adoption and Financial Sustainability: Learned Lessons from Developing Countries

et al. 2020

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“…The nature of business and the environment in which small-medium enterprises work is changing dramatically, thus requiring the need for conducting updated research to help them to response effectively to these changes (Namankani, Moxham, & Tickle, 2016). One of the most important challenges is to use the social media to maintain high level of productivity and improve performance.…”

Section: Introductionmentioning

confidence: 99%

“…Today, small and medium enterprises (SMEs) are acknowledged as the main driver for economic growth worldwide (Salam &Hoque, 2019). SMEs play a vital role in creating job opportunities and provide production and supporting base for large firms (Namankani, Moxham, & Tickle, 2016). Additionally, innovation and social cohesion are another significant features of SMEs (Salam Hoque, 2019).…”

Section: Introductionmentioning

confidence: 99%

Social Media Adoption and its Impact on SMEs Performance A Case Study of Palestine

Alkhateeb

Abdalla

2021

EEA

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Many small-medium size enterprises (SMEs) are adopting social media platforms to contact their potential customers and provide their services. The impact of this adoption on the SME's performance has been roughly examined by researchers in the Middle East region particularly Palestine. Constructs and variables of three models (TOE, TAM, TPB) were used as potential predictors of social media adoption including technological, organizational, environmental context, perceived ease of use, perceived usefulness, attitude toward technology, and capability to control technology. Furthermore, the influence of this adoption on SMEs performance was also tested. A closed question questionnaire was used to gather the data, and simple regression analysis was used to examine the hypotheses. Findings revealed that all of the seven independent construct/variables except the technological context positively influence SME's adoption of social media, and social media adoption in turn positively influence SME's performance. The findings may be beneficial to SMEs's managers and the authorities as well to facilitate the use of social media by SMEs.

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“…While there is a growing recognition of the positive role that social media can play in the firm (Abbasi et al, 2022;Eid et al, 2019), social media adoption by the small-sized firm, as compared to large firms, remains relatively low till date (Namankani et al, 2016;Deloitte Touche Tohmastum, 2017;Statista, 2021a). For instance, a business survey conducted in the European Union (EU) revealed that only 48% of small firms use social media in the EU (Statista, 2021a), while in Australia and New Zealand it was found that only one in five small firms regularly use social media to engage with consumers (Deloitte Touche Tohmatsu, 2017).…”

Section: Introductionmentioning

confidence: 99%

Institutional isomorphism and social media adoption – a study within the microenterprise context

Osakwe

Ikhide

2022

AJIM

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PurposeUntil now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the specific context of microentrepreneurs, including that of micro-retailers. The purpose of this manuscript is to contribute to the study on social media adoption at the firm level by focusing on the specific role of institutional pressures, as captured by coercive, mimetic and normative pressures, in the initial adoption of social media in the context of micro-retailers.Design/methodology/approachThis study, based on self-administered questionnaires, collected data from more than 200 micro-retailers in an emerging market and utilized the partial least squares modeling approach.FindingsFindings reveal that normative and mimetic (not coercive) pressures are critical to initial adoption. Additional analysis, though not directly the center of attention in the study, indicates that both coercive and normative pressures are critical to continued adoption, especially for retailers who currently use social media to promote their businesses.Originality/valueThis study represents one of the few attempts to extend the institutional theory to study social media adoption behavior in the firm. In addition, it is the first in the literature to extend the theory to social media adoption within the context of microenterprises, primarily micro-retailers, who form the significant majority in the world.

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A Conceptual Review of Social Media Adoption in SMEs

Cited by 6 publications

References 25 publications

Social Media Adoption and Financial Sustainability: Learned Lessons from Developing Countries

Social Media Adoption and Financial Sustainability: Learned Lessons from Developing Countries

Social Media Adoption and its Impact on SMEs Performance A Case Study of Palestine

Institutional isomorphism and social media adoption – a study within the microenterprise context

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