Effects of social media adoption on SME performance: the moderating role of business strategy

Abstract

The present study is an attempt to empirically examine the influence of three broad components of technology, organisation, and environment, i.e., the TOE model on social media adoption by small and medium-scale enterprises (SMEs) in Nigeria. The study equally considers organisational business strategies that comprise cost and differentiation strategies as moderating variables in the proposed model. Findings revealed that technological, organisational, and environmental factors positively influence social media adoption by SMEs in Nigeria. Further, business strategy was equally found to moderate the relationship between social media adoption and SMEs performance. Both the theoretical and practical contributions of the paper were highlighted.