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Journal of Information and Optimization Sciences cover

Journal of Information and Optimization Sciences

(Since 1980)
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

WoS  JIF 2026 : 0.4 (Q4)

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Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

Issues up to 2022 co-published with and available at:Taylor & Francis
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Journal of Information and Optimization Sciences
Open Access Research Article

Outcome measures of social media adoption by SME business in Middle East

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pp. 1–19Online FirstJuly 2025DOI: 10.47974/JIOS-1978XML
Received:
08 Oct 2024
Published Online:
15 Jul 2025
Article type:
Research Article
Language:
EN
Article no.:
JIOS-1978
Pages:
1–19

Abstract

Social media is one of enormous platform utilized for the developememt of Bussiness operations, improvement commercial turnovers, enhancing the strong relationships, goodwill between the customers & business of Small and Medium Scale Enterprises (SMEs). Social media utilization is major element to idenfity the loopwholes and crucial factors that support to identify the appropriate solutions to address the business challenges and implement efficient business plan for the SMEs. Primary intention of research investigation was to indentify and ensure the variables that influence the outcome measures of business operations at Middle East Region SMEs by the adoption of Socail Media. A comprehensive literature review was conducted on the existing papers and identified potential research gaps. Five independent factors were identified such as search engine optimization (SE), content marketing (CM), technological innovation (TI), value generation (VG), and customer engagement (CE). Additionally outcome measures were derived based on adoption of social media. Research study adopted a quantitative approach. The questionnaire instrument was utilized for the data collection  with total of 45 questions including demographic questions (specifically in Middle East Region), and circulated through online and acknowledged by 463 members. Study adopted SmartPLS 4 software to derive the results from the collected data and were clearly mentioned. It was concluded that five independent variables such as search engine optimization, content marketing, technological innovation, value generation and customer engagement have a positive and significant impact on sustainable advantage, digital entrepreneurship, customer value, brand awareness and creation of trust which are outcome measures of social media adoption. Additionally, technological innovation variable act as a moderator on the association between value generation and outcome measures of adoption of social media. The implication of research study indicate that SME owners should adopt and implement the social media practices to reap the diverse advantages.

Keywords

Customer engagementBrand awarenessCreation of trustValue generationTechnology innovation

Subject Classifications

68M99

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