The Role of Social Media in the Innovation and Performance of Kuwaiti Enterprises in the Food Sector

This study examined social media's role in various levels of research, development, and performance within enterprises in Kuwait. The research incorporated four inductive case analyses in various sectors. The case studies epitomize the supply chain of Kuwaiti enterprises, including small and medium-sized enterprises (SMEs). Media richness theory and social exchange effectuation theory were utilized to create an effective theory and a theoretical framework. This study collected data via a questionnaire completed by 100 managers employed by Kuwaiti SMEs specialized in the food sector and interviews with eight managers. Numerical data were analyzed via SPSS software, while textual data were analyzed by applying thematic analysis. The results of this study suggest that Kuwaiti companies should adopt social media platforms and other novel, innovative outlets to publicize their organizations and maximize performance. Social media richness and openness tend to determine the supplier selection process in most Kuwaiti enterprises, leading to positive transactional and social impacts on entrepreneurship.