The emergence of social media has influenced how businesses conduct their daily operations. Research on social media and MSSEs is still in its early stages, and there is growing interest from academia for more studies and inquiry in this field. This paper aims to present a qualitative analysis of the nexus between social media adoption and the performance of businesses, focusing on Sri Lanka's micro and small-scale enterprises. In this paper, an interpretive philosophy as the researcher's view has been adopted. The study includes semi-structured interviews of twelve micro and small-scale business owners selected using the purposeful sampling technique, and the thematic analysis was used to answer the research question. The study conclusions provide important insights that could guide Sri Lanka MSSEs in understanding social media and its benefits in emerging markets affecting business performance. The findings also point out activities that business owners can utilize to intensify the performance of the business. The paper suggests the importance of using social media as a practical marketing tool despite the mere presence on the web and the use of various web 2.0 tools instead of only depending on Facebook to enhance business performance. Further, this paper has implications for practitioners and researchers interested in exploring social media adoption in MSSEs in a developing country.
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