Leveraging Digital Innovations during External Shocks: Analyzing Social Media’s Flexibility in Sustaining Jordanian SME Performance

This empirical study investigates the impact of social media marketing on the business performance of SMEs in Jordan during the COVID-19 crisis.Analysis of survey data through SEM techniques indicates digital marketing activities strongly influenced market resilience, revenue growth and customer engagement.Findings reveal SMEs realizing the usefulness of social media platforms and integrating them smoothly in operations demonstrated better performance trajectories.The paper elucidates digital marketing's role as an agile strategy for SMEs to respond to external shocks like the pandemic.As one of first studies examining social media marketing outcomes for SMEs in the Jordanian context, these timely insights have salient implications for similar developing economies.