Factors influencing the adoption of social media marketing in small and medium-sized enterprises during the COVID-19 pandemic in Saudi Arabia : a thesis presented in partial fulfilment of the requirements for the degree of Master in Business Studies at Massey University, Auckland, New Zealand

The COVID-19 outbreak led to a global economic slowdown that affected many countries including Saudi Arabia where trade, investment, employment, and travel have all been impacted by the lockdown, especially on small and medium-sized enterprises (SMEs). The main purpose of the current study is to examine the factors that influence the adoption and use of social media marketing (SMM) in SMEs during the lockdown in Saudi Arabia. This study has used a combined developed model from the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT2) to examine whether SMEs in Saudi Arabia accept and use SMM effectively in the case such as COVID-19 pandemic, and to test its impact on improving the business performance through attracting new customers, sales, improved communication with customers, identifying customers' needs, and utilizing employees' creativity. This model succeeded to explain the Impact On Business (IOB) to a degree of 81%, since the coefficient of determination (R²) is 0.81. This study used a quantitative method by applying the Structural Equation Modelling (SEM) technique to validate the conceptual model. The data was collected by using an online questionnaire of 146 participants from small and medium-sized enterprises. The results highlight that perceived usefulness (PEU), low cost (LCOS), and compatibility (COM) had a significant positive impact on SMEs to adopt and use SMM. The facilitating conditions and perceived ease of use had a non-significant impact on the adoption and use of SMM by SMEs. This study also found that small enterprises have been affected by the factors more than medium-sized ones. Another finding is that enterprises that were forced to close were more significantly affected by the factors (Low Cost and Compatibility) than the non-closed ones during the first lockdown starting from March 2020. In the same context, Facilitating Conditions (FCO) was not significant as 63 % of the participated enterprises were closed during the lockdown and could not use their infrastructure

An Innovation Diffusion Approach to Examining the Adoption of Social Media by Small Businesses: an Australian Case Study

Whilst many studies have examined social media use from a consumer perspective, relatively few have examined its use by small and medium sized enterprises (SMEs), a group for whom it is becoming increasingly important. This study aims to provide a deeper understanding of an under-researched area, the experience of SMEs during the process of adopting social media, by identifying the factors that influence SMEs to either adopt social media or not and, if they adopt it, how they use it and evaluate its usefulness. The study involves analysis of in-depth interviews with 42 Australian businesses. Roger’s innovation decision process is used in an innovative manner to classify SMEs into five key stages of adoption of social media and identify the factors that influence the progression of SMEs across the various stages of adoption. The results show that the story of social media use is richer than just whether SMEs adopt it or not. Most participants used Facebook, suggesting it has become the de facto platform of choice to engage with social media. However, opinions of its perceived usefulness for SMEs varied widely across users. There was confusion surrounding the role of Twitter, its value, and concern about the amount of time needed to use it. YouTube was used by some SMEs to showcase their products or services. The study contributes to the literature by identifying key facilitators which appear critical to the decision by SMEs to continue use of social media – namely increased sales; brand development and a feeling of pressure that they ‘have to be there’. It also identifies some inhibitors to sustained use by SMEs, typically a lack of compatibility to industry sector; insufficient followership; and limited return on investment compared to effort required. Finally, the study shows how SMEs differentiate between social media platforms. Available at: https://aisel.aisnet.org/pajais/vol9/iss3/2

Social Media Marketing Adoption in Italian SMEs: Barriers in the Adoption of Social Media by Italian Wine SMEs.

The advent of new digital tools of communication is changing the way of doing marketing in almost every business. Social media are the main characters of this marketing evolution. The importance of Social Media Marketing is growing in the strategies and projects of many companies, including the smallest ones. However, not all small and medium-sized enterprises can find ways to approach and introduce these new instruments. In this study it was shown which are the reasons behind the barriers between Social Media Marketing (SMM) and Small and Medium Enterprises (SMEs) and how they influence this relationship. The study had as main objective to go deeper investigate in the problems between the two worlds, to understand why many SMEs are facing problems to the adoption of the SMM. In order to achieve the objectives, the researcher opted a qualitative study, dictated by the need to understand the social aspects involved. In fact, in support of this study, seven semi-structured interviews were carried out with a small sample of small and medium-sized wine enterprises in the Marche region. This sample is divided into two groups, respectively Social Media user and nonuser, in order to obtain different points of view to be compared. Finally, the data obtained by the interviews were analysed within the literature and interesting findings were discovered. The results show that there are several reasons behind those barriers. These reasons are related to the entrepreneurial mindset of Italian SMEs, the limited resources they have at their disposal and the awareness of these marketing tools (Social Media). However, one reason that links all these issues has been identified: the disinformation. This disinformation, about the use and effectiveness of social media as a marketing tool, leads the entrepreneurs to have a distorted perception of the tools. Therefore, it is believed that the identification of this issue can bring a contribution to the study of this relationship and interesting ideas for further researches. In addition, the analysis and understanding of this disinformation problem could be a great help for SMEs, in order to improve their knowledge and awareness on the SMM world, but also for marketers, to improve their communication and approach to SMEs

Social media and SMEs’ performance in developing countries: effects of technological-organizational-environmental factors on the adoption of social media

Increasing globalization and rapid digitization across industries have led to greater international competition. Furthermore, the emergence of new innovation has created both challenges and opportunities for small and medium-sized enterprises (SMEs). SMEs have recently been attracted to social media applications to reach a larger audience, improve their relationship with potential customers, and retain existing customers. However, the scant focus has been devoted to comprehensively understanding the adoption of social media in the SME context in developing countries. This study investigates the effects of technological-organizational-environmental (TOE) factors on social media adoption and its effect on SME performance. Data was collected by generating online survey link. SmartPLS 3.3 was used for the path analysis of 381 SMEs. The findings revealed a significant effect of relative advantage, cost-effectiveness, compatibility, interactivity (technological), entrepreneurial orientation (organizational), and customer pressure (environmental) factors, and an insignificant effect of top management support (organizational) and competitive pressure (environmental) determinants on social media adoption. The study found a significant influence of social media on SME performance. This paper offers several implications for decision-makers, policy-makers, and scholars interested in social media and its use. It builds an empirical, integrated framework for SMEs in developing countries

Adoção de Mídias Sociais por Pequenas e Médias Empresas de Serviços de Saúde

Social media such as YouTube, Facebook, and Twitter can affect the way healthcare providers deliver their services. As low-cost tools, their use by small- and medium-sized enterprises (SMEs) in the healthcare sector could deliver competitive advantages. Several studies have shown that these tools are still underutilized by companies in this segment. Thus, the objective of the present study was to investigate which factors lead to the adoption of social media by SMEs in the healthcare sector in Brazil. To this end, a model for the adoption of organizational innovation was used in a causal study. A survey was conducted with 211 healthcare SMEs. The data analysis method was structural equation modeling (SEM), and SmartPLS 2.0 M3 software was used for the analyses. The results showed that both the perceived characteristics of the social media and the characteristics of the adopter are factors that contribute to the adoption of these media by the enterprises. Environmental influences were shown to not be relevant for the adoption of the media by the enterprises in the sample.Mídias sociais como YouTube, Facebook e Twitter podem afetar a forma como os provedores de saúde entregam seus serviços, sendo consideradas, portanto, uma inovação para o setor. Como ferramentas de baixo custo,seu uso por Pequenas e Médias Empresas (PMEs) do setor da Saúde poderia trazer vantagens competitivas. Por outro lado, diversos estudos mostram que essas ferramentas ainda são subutilizadas por empresas desse segmento. Nesse contexto, o objetivo do presente estudo foi investigar que fatores levam à adoção de mídias sociais por PMEs da área de Serviços de Saúde no Brasil. Para isso, foi aplicado um modelo de adoção de inovação organizacional, numa pesquisa do tipo causal. Foi realizado um survey com 211 pequenas e médias empresas de serviços de saúde. O método de análise dos dados foi a Modelagem de Equações Estruturais (MEE), utilizando o software SmartPLS 2.0 M3 para as análises. Os resultados mostraram que tanto as características percebidas das mídias sociais quanto as características do adotante são fatores que colaboram para a adoção dessas mídias pelas empresas. Já influências ambientais não se mostraram relevantes para sua adoção pelas empresas da amostra.&nbsp

Web 2.0 and micro-businesses: An exploratory investigation

This is the author's final version of the article. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.This article was chosen as a Highly Commended Award Winner at the Emerald Literati Network Awards for Excellence 2013.Purpose – The paper aims to report on an exploratory study into how small businesses use Web 2.0 information and communication technologies (ICT) to work collaboratively with other small businesses. The study had two aims: to investigate the benefits available from the use of Web 2.0 in small business collaborations, and to characterize the different types of such online collaborations. Design/methodology/approach – The research uses a qualitative case study methodology based on semi-structured interviews with the owner-managers of 12 UK-based small companies in the business services sector who are early adopters of Web 2.0 technologies. Findings – Benefits from the use of Web 2.0 are categorized as lifestyle benefits, internal operational efficiency, enhanced capability, external communications and enhanced service offerings. A 2×2 framework is developed to categorize small business collaborations using the dimensions of the basis for inter-organizational collaboration (control vs cooperation) and the level of Web 2.0 ICT use (simple vs sophisticated). Research limitations/implications – A small number of firms of similar size, sector and location were studied, which limits generalizability. Nonetheless, the results offer a pointer to the likely future use of Web 2.0 tools by other small businesses. Practical implications – The research provides evidence of the attraction and potential of Web 2.0 for collaborations between small businesses. Originality/value – The paper is one of the first to report on use of Web 2.0 ICT in collaborative working between small businesses. It will be of interest to those seeking a better understanding of the potential of Web 2.0 in the small business community.WestFocu

The Adoption of ICT in Small And Medium-sized Family Business. The Role of Younger Generation

The aim of this paper is to understand if the involvement of younger generation in small and medium-sized family firms can encourage a process of technological innovation, realized through the introduction and use of Information and Communication Technology. Younger entrepreneurs, that we call digital successors, compared to their predecessors, has a higher level of education and, living in an era dominated by electronics and digital information, should be able to exploit the new technologies in business organization and management. The new generation has skills, energy and innovative spirit necessary to start the process of technological innovation. From the methodological point of view, this work is based on a qualitative research involving two case studies. In both the family firms analyzed the involvement of the younger generation promoted the adoption of ICTs. This study is proposed as an initial moment of reflection to better identify some hypothesis to be tested with further investigations and a quantitative analysis.ICT, digital entrepreneur, family business, small and medium enterprises, technological innovation, generational change

Entrepreneurs'' attitude towards the computer and its effect on e-business adoption

This paper presents research exploring further the concept that many SMEs do not adopt computer based technologies due to decision maker's negative attitudes towards computers generally. Importantly, by assessing the entrepreneur's belief structure, we provide quantitative evidence how SMEs, particularly micros, are affected. Earlier research that addresses technology acceptance model (TAM) suggests that TAM parameters are particularly influential factors of e-commerce adoption, as perceived by top managers of SMEs. The model we develop is tested using a sample of 655 enterprises. The information was gathered, via a telephone survey of UK SMEs, from decisions makers in the enterprise. Technically, the paper uses k-means cluster analysis to segment respondents using the TAM perceptions, ease of use, usefulness and enjoyment. Based on two determined segments we look at the differential rate of adoption of internet, and the potential adoption of new e-collaborative technologies like video conferencing and electronic whiteboards. The diffusion of internet for low IT utility (LIT) segments was considerably slower than in the high utility segment (HIT). Similarly, the anticipated adoption of e-collaboration technologies was much lower for LIT than HIT. Interestingly, we find that LIT is populated by more micro SMEs than HIT. The results we present are limited however as our sample is considerably underweight in micro SMEs, suggesting that the problem may be much larger in the economy than our model predicts. For policy makers, this research confirms the value of knowledge transfer programs to SMEs in the form of technology support. Our research shows that organisations which have dedicated IT support will tend to be more advanced technologically than those that do not. The implication for entrepreneurs is if they can be persuaded that a technological route is beneficial to them, and that suitable support can be provided via KT, then operational efficiency gains could be made. This paper contributes to knowle

A model for attaining extended e-commerce adoption and use by hospitality smmes in the Eastern Cape Province

There is a slow adoption and use of electronic commerce or e-Commerce by Small, Medium and Micro-sized Enterprises based in the hospitality sector (hospitality SMMEs). Only a few hospitality SMMEs that have adopted e-Commerce show the migration of value adding activities to their e-Commerce platforms. As such, this study developed and proposed a model that shows how hospitality SMMEs in the Eastern Cape Province can attain extended e-Commerce adoption and use. Extended e-Commerce platforms are characterised by the institutionalization of e-Commerce that includes Search Engine Marketing activities and/or listing services on intermediary websites, and engaging through social media websites. Tourism and hospitality customers’ information needs and buying behaviour were used to guide the requirements of extended e-Commerce platforms for hospitality businesses. The proposed model outlined factors determining extended e-Commerce adoption, extended e-Commerce characteristics and the anticipated e-Commerce adoption outcomes. The model was evaluated in the Eastern Cape using a multiple-case study methodology. The study’s use of a multiple-case study was applied within the interpretivist paradigm and four cases were considered. Triangulation through document analysis, interviews and observation was used for collecting data regarding factors determining the transition to extended e-Commerce adoption. A questionnaire was used for evaluating extended e-Commerce use. Within and cross-case analysis with the aid of coding was used for data analysis. Data collection and analysis validated the proposed model as a model that shows how hospitality SMMEs can attain extended e-Commerce adoption and use. The proposed model concedes that, successful adoption and use of e-Commerce by hospitality SMMEs would result in e-Commerce adoption outcomes namely online sales, reservations and customer service. These e-Commerce adoption outcomes are the criteria against which the level of extended e-Commerce adoption is measured

A framework on information behaviour of SME managers for decision-making on emerging ICTs

The aim of this study is to explore the perceived information needs and information behaviours of manager of UK small and medium-sized enterprises (SMEs). As technology advancement and innovation are changing rapidly affecting organisations in different ways, organization executives are introducing new technologies for their operations and business environment becomes more complex and dynamic, government introducing different policies to guide the use of these emerging ICTs. As a result, information becomes significant during adoption decision-making process for SME managers to make an inform decision. To achieve this aim, a framework is developed based on existing literature, using the technology organization environmental (TOE) model as the theoretical underpinning for empirical investigation on information behaviour of SME managers in this study. This study is qualitative in nature, and semi-structured face-to-face interviews were conducted with twenty SME managers in the UK service sector. The interviews were recorded and transcribed. Following Myers and Newman’s (2007) guidelines for qualitative interview and triangulation method were used to validate the conceptual framework and established the research rigour and quality. The research findings explained information behaviours of SME managers in the contexts of technology organisation environment as information behaviour triggered and perceived information needs during the adoption decision in SMEs. These findings provide further insight into ICT adoption in SMEs through information behaviours and highlighted the significant of sources of information and pre-information needed during the decision-making process. The research also contributes to theory in the information systems field by using relevant literature from information science field to explore information behaviours of SME managers. Future research can be done in other sectors of the economy to show more holistic behaviours of SME managers