Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

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Abstract

Purpose
This paper aims to examine the factors influencing the adoption of social media marketing by small and medium enterprises (SMEs) in Pakistan. By investigating the drivers and challenges/barriers affecting the adoption of social media marketing tools among SMEs, this study provides practical guidance to SMEs seeking to utilize social media platforms for marketing purposes in a developing context such as Pakistan.
Design/methodology/approach
Utilizing the Technology-Organization-Environment (TOE) framework as a theoretical framework, qualitative data were collected through semistructured interviews with representatives of SMEs in Pakistan, followed by thematic analysis of the data.
Findings
The research identifies several key factors influencing the adoption of social media marketing by Pakistani SMEs. These factors include doubts regarding the benefits of social media, alignment with regulatory requirements, challenges related to tracking social media performance, resistance from senior management (older employees), the positive influence of competitive pressure and the Covid-19 pandemic, political instability and increased government taxes on digital services. Stakeholders such as marketing professionals, academics, policymakers, government authorities and SME owners and managers can benefit from these findings.
Originality/value
This research contributes to the academic literature on the adoption of social media marketing by SMEs, especially within emerging economies. It enriches theoretical understanding of adoption processes and factors, filling gaps in existing knowledge and laying a foundation for future research in this domain. Using the TOE framework, the study reveals that when all factors are adequately considered, SMEs can transition from traditional marketing methods and embrace social media as a digital marketing strategy to enhance performance, profitability, and gain a competitive advantage over their rivals.

Item Type:	Article
Uncontrolled Keywords:	social media marketing, SMEs, TOE framework, adoption factors/challenges, digital innovation, qualitative analysis
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Executive Business Centre
Last Modified:	19 Feb 2025 20:15
URI:	http://gala.gre.ac.uk/id/eprint/49738

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