Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates
Journal of Entrepreneurship in Emerging Economies
ISSN: 2053-4604
Article publication date: 4 June 2018
Abstract
Purpose
This paper aims to investigate the key drivers of social media adoption intention by small- and medium-sized enterprises (SMEs).
Design/methodology/approach
It uses a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Data were collected from a random sample of 1,700 SMEs operating in the UAE. Partial least squares structural equation modeling was used to analyze the data.
Findings
The results showed that the technology construct had no significant effect on social media adoption, but both organization and environment constructs were significant.
Research limitations/implications
This has implications for social media experts and anyone wishing to encourage social media use by SMEs.
Originality/value
Conceptually, it develops a suitable multi-perspective framework covering various factors that may affect social media use. It also tests the framework empirically on a sample of SMEs from the UAE.
Keywords
Citation
AlSharji, A., Ahmad, S.Z. and Abu Bakar, A.R. (2018), "Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates", Journal of Entrepreneurship in Emerging Economies, Vol. 10 No. 2, pp. 302-328. https://doi.org/10.1108/JEEE-08-2017-0058
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited