SME social media use: A study of predictive factors in the United Arab Emirates

Abstract

Considerable research has been conducted on social media, yet the determinants of their adoption by organizations, especially small and medium‐size enterprises (SMEs), remain unclear. Previous studies have concentrated largely on the use of social media by individuals or in large organizations. Based on data from 144 SMEs in the United Arab Emirates, this analysis features a conceptual model that encompasses various technological, organizational, and environmental factors that may influence the adoption of social media. The results show that in terms of technological context, compatibility and observability are significant in an SME's decision to adopt social media. Additionally, organizational context, the level of top management support, and the overall environmental context also have an impact on SMEs leaders' use of social media in business. Though limited in scope, this study serves as a starting point for future research on social media adoption in the Middle East region, as well as in other developing countries.