Some antecedent factors that shape SMEs adoption of social media marketing applications: a hybrid approach

Purpose Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large organizations while others have constantly extrapolated the findings obtained in the Western world as if small and medium enterprises (SMEs) have the same structure, managerial capabilities, and operate in the same way. This has hindered the development of an integrated framework aimed at unravelling the factors shaping the adoption of social media marketing applications in SMEs in Nigeria. The paper, therefore, aims to explore some antecedent factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria. Design/methodology/approach The study deployed a qualitative approach with the use of unstructured and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria directories and analysed by using a hybrid method of thematic analysis. Findings The study developed an extended technology–organization–environment framework (TOE) framework that incorporated the communication context, which aids in identifying 11 key success factors shaping SMEs adoption of social media marketing technology in Nigeria. The findings associated with the extended TOE framework show that they have an impact on social media marketing technology adoption in SMEs. Research limitations/implications Because the researchers adopted the qualitative method, the findings may lead to some bias in the analysis of the data which may limit the insights into the key factors shaping the adoption of social media marketing technology adoption. Future studies may adopt a mixed-method approach or a comparative approach to confirm the finding and to better understand the critical factors linked to the framework. Although it is believed the with the use of thematic data analysis, the results are well associated with the structure; however, the structure has limitations. Drawing from the data analysis, the factors are limited. Other factors which may positively influence social media marketing adoption in SMEs. Hence, further studies are needed in this area in a bid to explore these factors by using different research appraoches. Originality/value The study has enriched the existing TOE framework and provided insights into the dominant issue faced by SMEs in adopting social media marketing technology, provided an analytical dimension, reliable explanation of these finding and tool for evaluating some of the challenges faced by SMEs in the adoption of social media marketing technology.