The use and continuance use of social media applications by small and medium enterprises in Kuwait

Abstract

Purpose The purpose of this study is to explore the use and continued intention to use six social media applications (SMAs) (i.e., Facebook, Twitter, YouTube, LinkedIn, Skype and Instagram) by small- and medium-sized enterprises (SMEs) in Kuwait. Design/methodology/approach A survey of 357 SMEs in Kuwait was conducted to achieve the study objectives. Findings The study results showed that SMEs mostly used application was Facebook (by more than three quarters of the SMEs), and the least used one was LinkedIn (by around 6 per cent of the SMEs). Also, approximately third of the SMEs used YouTube, Instagram and Twitter. Of those, more than one third used these applications daily. The study also found that both gaining popularity and enjoyment were the main motivations for using all six applications by SMEs. Moreover, the study found that the applications were mostly used for information, communication and marketing. Research limitations/implications SMEs used and have continued intention to use SMAs for their enjoyment and usefulness, because other SMEs use them and because of their complementarity. In light of the results, several recommendations were suggested to increase the use and continued intention to use SMAs by SMEs in Kuwait. For academics, it may give them an idea of the extent to which SMEs use SMAs in doing work activities, which they can use as a starting point to investigate other factors that might influence the use SMAs by SMEs. Practical implications For practitioners especially SMEs owners and managers, it may help to encourage them to use the SMAs and to raise their awareness of the benefits of these applications to their work. Social implications The findings generally suggest that SMEs need ongoing support from the government, industry or any bodies that are interested in the development of SMEs. This support includes providing a more comprehensive view about SMAs such as raising the awareness of SMEs about the potential benefits of some of these applications such as YouTube, Skype and LinkedIn and conducting training courses that help SMEs to set up rules, procedures and strategies on how to use these various applications. Originality/value SMAs have a number of characteristics that make it a suitable option for doing SMEs’ work activities. Therefore, SMAs could provide SMEs with opportunities for interaction and communication with customers and suppliers. Although the literature describes the different aspects of these applications and their potential benefits for people in general and industry in particular, little research has attempted to explore the actual use of these applications especially by SMEs in developing countries in general and in Kuwait in particular.

Exploring social media usage as a communication channel among independent food retailer SMEs in South Africa

“…Risk (Harris & Rae, 2009;Ahamat et al, 2017;Alzougool, 2019, Ndiege, 2019 and available resources (Grimmer et al, 2017;Grimmer et al, 2018;Olsson & Bernhard, 2020), which included knowledge (Jones et al, 2015;Chatterjee & Kumar Kar, 2020;Kwon et al, 2021;Salam et al, 2021), time (Jones et al, 2015;He et al, 2017;Lepkowska-White et al, 2019), human capacity (Durkin et al, 2013;Jones et al, 2015;Olsson & Bernhard, 2020) and costs (Dlodlo & Dhurup, 2010;Oji et al, 2017;Chatterjee & Kumar Kar, 2020;Kwon et al, 2021) were concluded as barriers to social media in other studies, which mirrored concerns identified in the current study.…”

“…This consideration influenced the level of social media activity undertaken by the respondents. The findings suggest that negative feedback is part of social network platform feedback and the result was consequent of the manner in which the customer feedback was handled (Bae & Zamrudi, 2018;Ndiege, 2019;Alzougool, 2019).…”

“…A number of new studies identify other research gaps. Several inquiries assert that additional research is necessary to investigate the use of social media marketing by SMEs in other countries (Lepkowska-White et al, 2019;Gabbianelli & Pencarelli, 2021;Kwon et al, 2021), especially in developing countries (Alzougool, 2019;Qalati et al, 2021;Salam et al, 2021). Rajahonka and Villman (2019); Olsson and Bernhard (2020);and Siti-Nabiha et al (2021) stress that further research is required to explore how SMEs use and implement social media, as well as investigate the associated benefits and drawbacks.…”

“…Rajahonka and Villman (2019); Olsson and Bernhard (2020);and Siti-Nabiha et al (2021) stress that further research is required to explore how SMEs use and implement social media, as well as investigate the associated benefits and drawbacks. Alzougool (2019) emphasizes that additional research is necessary to consider social media usage by SMEs from a business-to-consumer context. Lepkowska-White et al (2019) mandate further study is needed to assess how social media usage could improve SME marketing.…”

Exploring the determinants of students’ academic performance at university level: The mediating role of internet usage continuance intention

“…However, the initial intention to use technology is not enough. It is essential also to explore and understand the continuance intention to use technology; aspects that would encourage users to stay loyal and keep using the technology (C. Kim et al 2010 )(Alzougool 2019 )(Bölen 2020 ). Companies have invested their resources to develop technologies based on users’ needs and requirements.…”