TY  - JOUR
T1  - Strategic Social Media Marketing Adoption and SME Performance: A Technology-Organization-Environment Approach
A1  - Hisham Al-Zahran
A1  - Ayah Al-Miqdadi
JF  - Asian Journal of Individual and Organizational Behavior
JO  - Asian J Indiv Organ Behav
SN  - 3108-4192
Y1  - 2024
VL  - 4
IS  - 1
DO  - 10.51847/CoTQXn3qrM
SP  - 81
EP  - 95
N2  - This study extends the understanding of social media adoption in Small and Medium-sized Enterprises (SMEs) by integrating technological complexity, cost, and organizational capability into the Technology-Organization-Environment (TOE) framework. It investigates how these factors influence the adoption of social media marketing strategies and, in turn, improve SME performance. Data were collected from 508 Indonesian SMEs, and Structural Equation Modeling was employed to test the proposed hypotheses. Findings reveal a notable hesitancy among SMEs to adopt social media marketing due to perceived technological challenges, including complexity, cost, and relative advantage. Conversely, organizational factors, such as top management support and employee capability, together with environmental pressures from customers and vendors, significantly facilitate adoption. Importantly, the study confirms that strategic social media marketing adoption positively enhances SME performance. This research contributes to the TOE framework literature by providing practical and theoretical insights for SMEs seeking to overcome adoption barriers and optimize digital marketing investments.
UR  - https://apsshs.com/article/strategic-social-media-marketing-adoption-and-sme-performance-a-technology-organization-environment-yzz43r3t1lokv4d
ER  -