“…On the other hand, despite the advantages and benefits, some studies highlight specific barriers or factors that hinder or even complicate the use of SMM, such as task complexity, labor, resource issues, entrepreneur's interest and technology knowledge, among others (Alford & Page, 2015;Eze et al, 2021;Gutierrez-Leefmans et al, 2019;Tarsakoo & Charoensukmongkol, 2019;Yao et al, 2019).…”