Effects of Social Media Adoption on SMEs Performance The Moderating Role of Business Strategy
Year: 2023
Type: article
Abstract: The present study is an attempt to empirically examine the influence of three broad components of technology, organisation, and environment, i.e., the TOE model on social media adoption by small and medium-scale enterprises (SMEs) in Nigeria.The study equally considers organisational business strategies that comprise cost and differentiation strategies as moderating variables in the proposed model.Findings revealed that technological, organisational, and environmental factors positively influence social media adoption by SMEs in Nigeria.Further, business strategy was equally found to moderate the relationship between social media adoption and SMEs performance.Both the theoretical and practical contributions of the paper were highlighted.
Authors: Idris Ahmed Sani, Kadzrina AbdulKadir, Ahmed Aliyu Palladan, Yakubu Abubakar
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
Funder: Tertiary Education Trust Fund
OpenAlex ID: W4387237281