Robustness of Factors Influencing Social Media Usage/Adoption amongst SMEs in Developing Countries: A Case of Pakistan

The purpose of this study is to analyze the durability of the factors influencing social media usage or adoption by the SMEs of Pakistan. Considering the literature, this study integrates some factors in the model of TAM (Technology Acceptance Model) to analyze the durability of factors influencing the usage/adoption of famous social media i.e. Facebook by the SMEs in Pakistan. Using the bootstrapping technique through computer software (smartPLS3), we statistically analyzed the hypothesis developed for the survey-based data of 95 SMEs. Empirical findings show that the factors integrated in PU-Perceived Usefulness (Increase in Sales & Increase in Customers) are significantly impactful in Facebook usage/adoption by the SMEs presently as well as in the long run. Except Cost Effectiveness, other two factors integrated in PEOU-Previewed Ease of Use (i.e. Communication and Smartphones usage) are also the influencing factors not only presently but in long term as well. There are limited studies that focus on the technological factors such as diffusion of digital devices other than personal and organizational factors to assess the influencing factors of Facebook usage/adoption by the SMEs. Therefore we attempt to fill this gap in the literature and add smartphone diffusion as one of the core factors influencing Facebook adoption by the SMEs.