Technology context and social media adoption among small and medium enterprises

Abstract

This research paper aims to investigate the relationship between technology context and social media adoption among small and medium enterprise. Technology-organization-environment (TOE) is used to understand the relationship. Twenty-eight small and medium enterprises operating in west Sumatra province (Indonesia) is as research samples. SEM-PLS is applied to analyse the data. In this case, smart-pls is employed. It has two assessments: measurement model and structural model assessment. The result shows that there is a positive and significant relationship between technology context and social media adoption. This paper has practical and theoretical implication and they are discussed in detail. Recommendation for future work is also informed in this paper.