Social Media Adoption in SMEs Impacted by COVID-19: The TOE Model

Abstract

The purpose of the research is to analyze the behavioral intention to adopt social media in SMEs affected by the COVID-19 crisis, based on the TOE Model. This study uses the TOE framework as a theoretical basis. This research is important because COVID-19 has destroyed most of the SMEs, and SMEs are exposed to social media technology to market their products. The success of social media adoption has helped SMEs to be able to rise from adversity. Respondents in this study were 250 SMEs in the Special Region of Yogyakarta, Indonesia. The data analysis technique used is structural equation modeling with AMOS. The results of this study indicate that SMEs affected by the COVID-19 crisis have a high awareness of social media and have a high intention to adopt social media as a way to market their products and connect with customers. The intention to adopt social media is significantly influenced by the technological context, organizational context, environmental context, and social media awareness. The findings of this study suggest that in times of crisis due to the COVID-19 pandemic, the Government support is needed. The Government needs to open services for SMEs whose businesses are affected by the pandemic.

Analysis of E-Commerce Adoption by SMEs Using the Technology - Organization - Environment (TOE) Model: A Case Study in Karawang, Indonesia

“…Compatability [31], [32], [29], [33], [26], [25], [23], [28] Perceived usefullness [24] Relative Adavantage [31], [32], [29], [33], [34], [25], [23], [28] Complexity [31], [29], [33], [25], [23], [28] Secuirity Concerns [24], [33], [25], [28] ISSN: 2774-5406 http://ijstm.inarah.co.id…”

“…Variable Indicator Source Organization Cost [29], [33], [26] Organizational Readiness [31], [24], [25], [35], [28] Top Management Support [31], [32], [24], [29], [33], [36], [34], [26], [25], [28] Organization size [33], [36], [37] Organization Culture [38], [26], [28] Environment Government Support [32], [29], [36], [38], [25], [35], [37], [28] Competitive Pressure [31], [32], [24], [29], [36], [34], [26], [25], [23], [28] Environment Uncertainly [29] Vendor Quality [24], [23] Data collection was carried out by distributing questionnaires via google form and print media. Google form is spread through social media, groups, MSMEs forums, and Whatsapp.…”

“…Organizations in high uncertainty may not adopt new technologies without clear infrastructure support and operating standards. This uncertainty has an impact on the reluctance to adopt information technology [29].…”

Using Social Media to Preserve Consumers’ Awareness on Food Identity in Times of Crisis: The Case of Bakeries

“…In a current crisis environment, which is rapidly changing and uncertain, real-time communication is essential to food-based experiences. Recent research highlighted the positive effects of adopting social media by small and medium-sized enterprises (SMEs) in a crisis situation [ 86 ]. Among the competitive advantages derived from the use of social media in crisis management (see [ 87 ]), communication in social media platforms illustrate branding responses to the COVID-19 crisis [ 88 ] and provide evidence of the place brand personality [ 89 ].…”

Understanding the challenges and opportunities of micro, small, and medium enterprises during covid-19 pandemic in Indonesia: a systematic review

“…The third challenge is decreasing demand. Market uncertainty makes the demand for goods sold by MSMEs influential (Effendi et al, 2020;Zakiah, 2020;Amalia & Suprayogi, 2019;Pindayi, 2017;Aslan, 2019).…”