Leveraging Social Media to Enhance Digital Innovation Process and Innovation Performance in Jordanian SMEs

This study analyzed the linkages between social media (SM) usage, digital innovation processes, and innovation performance in 559 Jordanian SMEs.Using PLS-SEM analysis of survey data, results showed SM usage positively impacts innovation performance both directly (β=0.365) and indirectly (β=0.340)through enhanced digital innovation processes.The digital innovation process is found to partially mediate the SM usageinnovation performance relationship.The findings imply that SM usage assists SMEs in idea generation, experimentation, and implementation stages to improve revenues from new products and services.By leveraging SM to connect with customers, suppliers, and competitors, SME managers can drive greater business innovation success.