A Multidimensional Approach using TAM, UTAUT and TOE to determine social media marketing adoption among MSMEs

Businesses have started intense use of social media and its related platforms to engage with its stakeholders as a part of their top-level management strategy. These Social media platforms offer wide opportunities for marketing products and help in increasing the visibility of MSME products. The main objective of this study is to find the key factors or drivers that support Indian MSMEs in adopting social media marketing (SMM) strategies into the regular practice. Social media marketing has shown a considerable impact on business performance of MSMEs. To investigate the drivers that impact social media marketing adoption among MSMEs, a theoretical model has been built using multidimensional approach of TAM, UTAUT and TOE. The theoretical model was tested empirically via a survey of 140 MSMEs in Delhi, and the data analysis was performed using SPSS. The result highlights that adoption factors like perceived ease to use (PETU), perceived usefulness (PU), facility conditions (FC), social influence (SI) and individual factors (IND) affect social media marketing adoption among MSMEs.