Determinants of Social Media Adoption among SMEs in Syria: Analyzing Depth of Usage through the TOE Framework

Abstract

Small and medium-sized enterprises (SMEs) are pivotal to the economic development of both small and large economies. The performance and operation of these SMEs are significantly influenced by their use of technology, including social media. Social media has emerged as a vital tool for fostering the growth and resilience of SMEs, especially in conflict-affected economies, thus contributing to their overall economic development. However, the adoption of social media among SMEs, especially in conflict-affected regions, remains underexplored. This study addresses this gap by investigating social media adoption and depth of social media presence among SMEs in war-torn Syria, using the Technology, Organization, and Environment (TOE) framework. The study analyses survey data and in-depth interview from 525 and 18 SMEs, respectively using robust Logistics, Tobit and Method of Moment Quantile regression. The findings reveal technological factors such as compatibility, trust, trialability, and observability, environmental factors like market scope and customer pressure, and organizational factors including top management support, are crucial factors that affect social media adoption among SMEs. Based on these results, policymakers and SME owners should leverage supportive factors and address barriers to enhance social media adoption.

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