Exploring factors influencing social media marketing strategy for micro, small, and medium enterprises

The purpose of this article is to analyze the factors influencing social media marketing (SMM) adoption among micro, small, and medium enterprises (MSMEs) in Kosovo. The study employs an adapted model based on the technology acceptance model (TAM) and the unified theory of acceptance and use of technology 2 (UTAUT2). A stratified random sampling method was used to ensure representativeness across different industry sectors and company sizes, with a final sample of 276 employees from 44 enterprises. Results indicate that perceived usefulness (PEU), perceived ease of use (PEOU), compatibility (COM), and facilitation conditions (FCO) significantly impact SMM adoption. Contrary to expectations, cost (COS) and enterprise size did not show a significant effect. A complementary qualitative analysis through interviews and focus groups with business owners further clarifies these findings and explores reasons for the lack of COS impact. Limitations of self-reported data are addressed by triangulating questionnaire responses with secondary data sources on actual digital marketing expenditures. The study also explores potential interactions between independent variables, such as the combined effects of COM and FCO. Finally, an international comparison with studies from similar economies provides insights into cultural and economic influences on SMM adoption. The results have practical implications for policymakers and businesses aiming to enhance digital marketing strategies through tailored support programs and training initiatives.