Social Media Use and its Effect on the Performance of MSMEs

Document Type

Conference Proceeding

Publication Date



Numerous studies have examined the effect of information technology on business, yet a limited number has examined the effect caused by social media, and an even fewer number assessed that effect on micro, small and medium enterprises (MSMEs). This research attempts to fill this gap by focusing on the impact of social media on the performance of MSMEs in an emerging market in the Middle East – Egypt - by adopting the Technology Acceptance Model (TAM) and the Task Technology Fit framework (TTF). Data was collected through questionnaires (383), and then supplemented with indepth interviews (5) to gain further insights. The structural equation modeling technique was used, and the findings of the statistical analysis provide a better understanding of the antecedents of the social media use and the factors leading to an increased use of it, as well as the positive effect this has on various performance criteria.