Dependency Reasons of Micro-businesses in Social Media Adoption

Abstract

The purpose of the study was to find the dependency reasons on the use of social media by micro-businesses. It aimed to pinpoint the important differences in the respondents' evaluations. There was a descriptive survey methodology employed. Owners of small businesses made up the study's respondents. The researcher employed a self-administered questionnaire using quota sampling. Because the samples are rare and not well accounted for in terms of population, they were selected using non-probability sampling. This study used the Social Media Engagement Theory as the underlying framework. In the conceptual framework, the variables tested in this study are compatibility, relative advantage, ease of use, and perceived usefulness. The findings showed that small businesses rely heavily on compatibility and perceived usefulness when implementing social media into their daily operations. Micro establishments' embrace of social media can be explained by their relative advantage, effective methods of managing their goods and services, and assistance with rapid data collection and analysis. Microbusinesses use social media and rely heavily on it because it's so user-friendly. Owners describe social media as being extremely important to them because it helps them do tasks faster and supports important areas of their work, such as handling emergencies.