International Journal of Computer Science & Network Security

International Journal of Computer Science & Network Security (국제컴퓨터통신보호논문지학회)
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Effects of Technological-Organizational-Environmental (TOE) Factors on Social Media Adoption in Small and Medium Enterprises

  • Received : 2024.07.05
  • Published : 2024.07.30
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Abstract

This study aims to investigate the technological-organizational-environmental (TOE) factor of influencing small and medium-sized enterprises (SMEs') social media (SM) adoption in developing countries. This study used a closed-ended questionnaire to collect data from randomly selected respondents (owners, executives, and managers) from SMEs operating in Pakistan. SMART PLS version 3.2.8 was used for path analysis of 423 responses. The research findings include the direct influence of TOE factors on SMEs SM adoption and SMEs performance. Furthers, this paper also has implications for practitioners and scholars interested in exploring the SM adoption and usage in SMEs.

Keywords

Acknowledgement

This study was supported by the National Social Science Fund of China (15BGL032).

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