Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement

Small and Medium-sized Enterprises (SMEs) can communicate with their consumers and provide them with relevant information on cost-effective goods or services with the help of social media technologies. Thus, this study investigated the factors influencing social media technologies on SMEs’ performan...

وصف كامل

التفاصيل البيبلوغرافية
الحاوية / القاعدة:Technology Analysis and Strategic Management
المؤلف الرئيسي: 2-s2.0-85139160576
التنسيق: مقال
اللغة:English
منشور في: Routledge 2024
الوصول للمادة أونلاين:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139160576&doi=10.1080%2f09537325.2022.2125374&partnerID=40&md5=73261681b95e17227446eb27b91a60a0
id Al Halbusi H.; Alhaidan H.; Abdelfattah F.; Ramayah T.; Cheah J.-H.
spelling Al Halbusi H.; Alhaidan H.; Abdelfattah F.; Ramayah T.; Cheah J.-H.
2-s2.0-85139160576
Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
2024
Technology Analysis and Strategic Management
36
9
10.1080/09537325.2022.2125374
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139160576&doi=10.1080%2f09537325.2022.2125374&partnerID=40&md5=73261681b95e17227446eb27b91a60a0
Small and Medium-sized Enterprises (SMEs) can communicate with their consumers and provide them with relevant information on cost-effective goods or services with the help of social media technologies. Thus, this study investigated the factors influencing social media technologies on SMEs’ performance. In addition, this study also tests the capability of social media networks and customer involvement to enhance the positive effect of social media usage. The data was collected from 253 SMEs. Our results show that cost-effectiveness, compatibility, and interactivity, were positively related to social media usage. However, trust was not significantly related to the use of social media. Notably, the positive effect of social media usage and SMEs’ performance was positively moderated by the capability of the social media networks and customer involvement. The relationship was more robust when social media capability and customer involvement were high than low. Therefore, this study has highlighted the role of social media usage, customer involvement, and social media capability and their effect on SMEs’ performance. © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Routledge
9537325
English
Article
All Open Access; Hybrid Gold Open Access
author 2-s2.0-85139160576
spellingShingle 2-s2.0-85139160576
Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
author_facet 2-s2.0-85139160576
author_sort 2-s2.0-85139160576
title Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
title_short Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
title_full Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
title_fullStr Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
title_full_unstemmed Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
title_sort Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement
publishDate 2024
container_title Technology Analysis and Strategic Management
container_volume 36
container_issue 9
doi_str_mv 10.1080/09537325.2022.2125374
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139160576&doi=10.1080%2f09537325.2022.2125374&partnerID=40&md5=73261681b95e17227446eb27b91a60a0
description Small and Medium-sized Enterprises (SMEs) can communicate with their consumers and provide them with relevant information on cost-effective goods or services with the help of social media technologies. Thus, this study investigated the factors influencing social media technologies on SMEs’ performance. In addition, this study also tests the capability of social media networks and customer involvement to enhance the positive effect of social media usage. The data was collected from 253 SMEs. Our results show that cost-effectiveness, compatibility, and interactivity, were positively related to social media usage. However, trust was not significantly related to the use of social media. Notably, the positive effect of social media usage and SMEs’ performance was positively moderated by the capability of the social media networks and customer involvement. The relationship was more robust when social media capability and customer involvement were high than low. Therefore, this study has highlighted the role of social media usage, customer involvement, and social media capability and their effect on SMEs’ performance. © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
publisher Routledge
issn 9537325
language English
format Article
accesstype All Open Access; Hybrid Gold Open Access
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