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Small and medium-sized enterprises (SMEs) use social media to communicate effectively with stakeholders. However, little is known about the influence wielded by social media adoption on sustainable performance during COVID-19. Based on the technology–organization–environment (TOE) framework, our study developed an integrated model to explore the factors affecting social media adoption and its effect on sustainable performance in SMEs in the Saudi Arabian context. The quantitative method of a survey was used to collect data from SMEs owner-managers and CEOs. Partial least square was used to analyze data collected from 609 respondents. The findings revealed that environmental factors (i.e., the intensity of the competition, competitive pressure, and the bandwagon effect), technological factors (i.e., relative advantages and compatibility), and organizational factors have been the key drivers of social media adoption in SMEs during COVID-19. It also indicated that social media adoption is a key predictor of social, environmental, and economic sustainability. This study provides SMEs with meaningful implications about ways of fostering sustainable performance. [ABSTRACT FROM AUTHOR]

Increasing globalization and rapid digitization across industries have led to greater international competition. Furthermore, the emergence of new innovation has created both challenges and opportunities for small and medium-sized enterprises (SMEs). SMEs have recently been attracted to social media applications to reach a larger audience, improve their relationship with potential customers, and retain existing customers. However, the scant focus has been devoted to comprehensively understanding the adoption of social media in the SME context in developing countries. This study investigates the effects of technological-organizational-environmental (TOE) factors on social media adoption and its effect on SME performance. Data was collected by generating online survey link. SmartPLS 3.3 was used for the path analysis of 381 SMEs. The findings revealed a significant effect of relative advantage, cost-effectiveness, compatibility, interactivity (technological), entrepreneurial orientation (organizational), and customer pressure (environmental) factors, and an insignificant effect of top management support (organizational) and competitive pressure (environmental) determinants on social media adoption. The study found a significant influence of social media on SME performance. This paper offers several implications for decision-makers, policy-makers, and scholars interested in social media and its use. It builds an empirical, integrated framework for SMEs in developing countries. [ABSTRACT FROM AUTHOR]