Factors Affecting the Adoption of Social Media among SMEs using TOE Framework

Abstract

The primary goal of this study is to improve understanding of the factors influencing social media adoption in small and medium enterprises (SMEs). To accomplish the goals of the study, a qualitative research methodology using semi-structured face-to-face interviews was used. The Technology-Organization-Environment (TOE) paradigm was used in this study to identify the main obstacles that SMEs faced when adopting social media marketing The following factors, which specifically influence the adoption of social media marketing among the participant Pakistani SMEs, surfaced as barriers of different sorts during data analysis: skepticism about the benefits of social media, compatibility with the organization's rules and infrastructure, complex social media performance monitoring methods, resistance from top management, small size and structure, a lack of financial resources, favorable effects of competitive pressure on growth, Political unrest and high taxation from government and advantageous impacts of COVID-19, are a few of the factors. The emergence of new innovation has presented opportunities and problems for small and medium-sized businesses (SMEs). With the use of the TOE model, this study adds to the existing body of information regarding the adoption factors for social media marketing. The qualitative findings are helpful for future studies as well as policymakers, small retail organizations, authorities, and SMEs itself. The results might help SME' administrators and the government by making it easier for SMEs to use social media.