Alkhateri, Noora Saeed Naser Mohammed (2024) Antecedents of social media adoption and its impact on service performance of UAE SMEs service industry. Masters thesis, Universiti Teknikal Malaysia Melaka.
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Abstract
Small and Medium Enterprises (SMEs) are pivotal contributors to the global economy, fostering innovation, entrepreneurship, and employment generation. The United Arab Emirates (UAE) recognizes the significance of SMEs, given their substantial presence in the private sector. As the business landscape evolves, the adoption of social media has emerged as a critical factor influencing SMEs' performance. However, empirical research on this topic in the Middle East, specifically in the UAE, is limited, highlighting the need for an in-depth investigation. By integrating the Resource-Based View (RBV) theory and the Diffusion of Innovation (DOI) theory, this study aims to explore the relationship between social media adoption and the performance of SMEs in the UAE, with a focus on the service industry. By examining the intricate dynamics between the Technology-Organization-Environment (TOE) framework and social media adoption, the research seeks to provide valuable insights into how SMEs can leverage social media for improved performance. The study utilizes a quantitative research approach, collecting data through surveys and interviews from a sample of 500 small enterprises operating in the UAE. The data analysis involves regression analysis and mediation analysis to assess the direct and mediating effects of social media adoption on SMEs' performance. For quantitative analysis, data collected from the respondents are analyzed using widely recognized statistical tools, namely the Statistical Package for the Social Sciences (SPSS) version 29 and Smart-Pls 3.3.9. A total of 374 valid questionnaires serve as the basis for statistical data analysis. The results reveal that social media adoption partially mediates the relationship between each respective independent variable (Technology-Organization-Environment framework) and SMEs' performance within the UAE service industry. This mediation signifies that social media adoption plays a discernible role in influencing the impact of these independent variables on SMEs' performance. Furthermore, this research addresses a significant research gap by providing empirical insights into the relationship between social media adoption and SMEs' performance in the UAE, offering practical implications for SMEs, policymakers, and industry stakeholders. Understanding how SMEs can harness social media for a competitive advantage is vital in today's rapidly evolving business landscape.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Small and Medium Enterprises (SMEs), Global economy, Social media adoption |
| Divisions: | Library > Tesis > FPTT |
| Depositing User: | MUHAMAD HAFEEZ ZAINUDIN |
| Date Deposited: | 16 Dec 2024 08:33 |
| Last Modified: | 16 Dec 2024 08:33 |
| URI: | http://eprints.utem.edu.my/id/eprint/28312 |
| Statistic Details: | View Download Statistic |
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