The Impact of Social Media Quality on Their Use in Business Continuity of Jordanian Small and Medium Enterprises During the COVID-19 Pandemic

Abstract

This study examined the use of social media platforms in business continuity by small and medium enterprises SMEs in Jordan during the COVID-19 pandemic. It also investigated the impact of social media quality on their use in the business continuity of SMEs. Quality variables examined for social media platforms included usefulness, ease of use, facilitation and low cost. These variables were measured by a questionnaire developed based on the questionnaires of previous studies. The results of the study revealed a statistically significant use of social media platforms in business continuity by small and medium enterprises during the Covid-19 pandemic. The results also indicated that there is a statistically significant effect of the variables of social media quality (usefulness, ease of use, facilitation and low cost) on their use in business continuity. This study concluded that social media has been extremely beneficial to the business continuity of SMEs during the pandemic period.