Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology

Abstract

In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative, involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques. However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who would rely on the extended framework to get audiences continually satisfied.

Social Media and SMEs’ Performance in Developing Countries: Effects of Technological-Organizational-Environmental Factors on the Adoption of Social Media

“…Therefore, social media is highly compatible with existing SMEs’ infrastructure as the technology is extremely simple and can be effortlessly adopted and used by any firm (Tajudeen et al, 2018). This result is in line with previous studies that have also confirmed the positive and significant association between these constructs (Ahani et al, 2017; Eze et al, 2021; Hamad et al, 2018).…”

“…Coupled with COVID-19’s effects, continuing improvements in technology and increased globalization are forcing SMEs toward adopting social media in emerging countries. Therefore, in response to the dynamic business environment, increasing competition, and customer shifts in using online platforms, social media has been proposed as a significant influencing factor for increasing SMEs’ performance, thus supporting emerging economies (Alraja et al, 2020; Eze et al, 2021).…”

Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands

“…It has provided the opportunity for two-way communication, become a part of everyday life, and reduced consumers’ anxiety around the globe (Alalwan et al, 2017; Dwivedia et al, 2021). It has gained wide popularity among advertising communities, and became one of the world-leading marketing platforms to share real-time business information (Coursaris et al, 2016; Eze et al, 2021; Vinerean et al, 2013; Yadav & Rahman, 2017). For instance, Facebook had 2.5 million advertisers, more than 50 million small businesses in 2016, and earned $ 5.4 billion in 2014 (Alalwan et al, 2017; Thornhill et al, 2017).…”

Factors stimulating value micro-businesses attribute to digital marketing technology (DMT) adoption

“…Regardless of the growing scholarly prowess of T-O-E framework in the IS field and given that nothing remains same overtime, scholars [ 24 ] glamour for improving T-O-E’s lenses via context extension and theory integration. Eze et al, [ 53 ] berated [ 54 ] for proposing a specified model rather using the T-O-E taxonomy to categorize factors into relevant contexts. However because this paper is exploratory, the codes and themes in the analysis will provide us with typical extension(s) of the contexts in order to provide a more substantial analytical utility for micro-businesses.…”