The Impact of Facebook and Instagram Adoption on Marketing Performance: The Case of SMEs in Developing Countries
Abstract/Description
The body of literature on social media adoption in marketing has grown, but there is a lack of research on its implications for small and medium-sized enterprises (SMEs), which are crucial to the business world. To address this gap, this study investigates the adoption of Facebook and Instagram in marketing among fast-food SMEs in Pakistan, a developing country. The study employs the technology-organisation-environment (TOE) framework and a multiple case study approach to analyse the antecedents of Facebook and Instagram adoption and their impact on marketing performance. Empirical data was collected through semi-structured interviews with thirty fast-food SMEs in Pakistan and analysed using thematic analysis. The study finds that cost-effectiveness, firm size and customer pressure are among the factors that influence Facebook and Instagram adoption in marketing among SMEs. Additionally, adoption of these platforms has a positive impact on marketing performance, enhancing brand awareness and customer buying interest. The study enriches the existing literature on social media adoption in SMEs, both theoretically and practically. The study's conceptual framework provides a foundation for future research exploring Facebook and Instagram adoption in other SMEs and industries, and offers practical suggestions for fast-food SMEs in Pakistan on how to effectively adopt these platforms for marketing purposes.
Keywords
Social media adoption, Technology-organisation-environment (TOE) framework, Marketing performance, Small and Medium-sized Enterprise, Developing Countries
Track
Marketing
Session Number/Theme
Session 2A: Marketing
Session Chair
Dr. Nida Aslam Khan ; Dr. Ubaidullah Khoso
Start Date/Time
27-5-2023 11:30 AM
End Date/Time
27-5-2023 1:30 PM
Location
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
Recommended Citation
Khan, M., & Malaka, E. (2023). The Impact of Facebook and Instagram Adoption on Marketing Performance: The Case of SMEs in Developing Countries. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2023/program/21
COinS
The Impact of Facebook and Instagram Adoption on Marketing Performance: The Case of SMEs in Developing Countries
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
The body of literature on social media adoption in marketing has grown, but there is a lack of research on its implications for small and medium-sized enterprises (SMEs), which are crucial to the business world. To address this gap, this study investigates the adoption of Facebook and Instagram in marketing among fast-food SMEs in Pakistan, a developing country. The study employs the technology-organisation-environment (TOE) framework and a multiple case study approach to analyse the antecedents of Facebook and Instagram adoption and their impact on marketing performance. Empirical data was collected through semi-structured interviews with thirty fast-food SMEs in Pakistan and analysed using thematic analysis. The study finds that cost-effectiveness, firm size and customer pressure are among the factors that influence Facebook and Instagram adoption in marketing among SMEs. Additionally, adoption of these platforms has a positive impact on marketing performance, enhancing brand awareness and customer buying interest. The study enriches the existing literature on social media adoption in SMEs, both theoretically and practically. The study's conceptual framework provides a foundation for future research exploring Facebook and Instagram adoption in other SMEs and industries, and offers practical suggestions for fast-food SMEs in Pakistan on how to effectively adopt these platforms for marketing purposes.
