Abstract
Technology is inevitable in today's business world. One latest example is the adoption of Social Media (SM). Although many research studies investigated SM in business context, still there is limited knowledge about SM adoption process and the influencing factors when used by Small Medium Enterprises (SMEs). This study is anticipated to provide an effective impact to SMEs on how to improve their business strategies under changing circumstances by adopting SM in adding new values. The main objective of this study is to provide clear motivation and impediment for SMEs as a guidance to adopt SM. The conclusion offer critical influencing factors as enablers, motivations and barriers that SMEs need to be aware of, to avoid from or the critical action to uphold in order to apply SM adoption successfully. In order to achieve this, the study integrated the conceptual theory of Diffusion of Innovation (DOI) theory by Rogers, (1995) and Technology-Organization-Environment (TOE) theory by Tornatzky and Fleischer's, (1990) to investigate the issue. The DOI theory focusing the five attributes of innovation which are advantage, compatibility, complexity, trialability and observability. Whereas the TOE theory is viewed from the perspective of surrounding factors which are technology, organisation and environment. Both theories will be the focus to look into the SM adoption in SMEs. It is expected that the contribution will result in the surrounding of internal and external influencing factors that affect the SM adoption as enablers, motivations and barriers. Qualitative semi-structured interviews were conducted with 10 SMEs in the retail sector in the King Saudi of Arabia (K.S.A). The main environmental factors have been found in this study are the increased value of SMEs in K.S.A, and the affordability of Internet connections that results in facilitating SM availability and accessibility. However, advanced use of SM is less common amongst all SMEs in K.S.A. for several organizational factors, such as the lack of awareness of the different benefits and competitive-advantages SM can provide to SMEs; and the lack of appropriate and effective strategic planning for technology adoption in most of these SMEs. As such, this research will create one of the important fundamental base of SM studies in the context of SMEs specifically in K.S.A.