The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups
This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the research examin...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Springer Science and Business Media Deutschland GmbH
2025
|
| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/45132/ http://umpir.ump.edu.my/id/eprint/45132/1/Exploring%20technological%20determinants%20of%20social%20media%20marketing.pdf |
| _version_ | 1848827259150925824 |
|---|---|
| author | Ahmed, Arslan E.M. Sara, Rashid Norizan, Mat Saad Rana, Muhammad Waqas Khoso, Ikhtiar Ahmed Ahmed, Zeshan |
| author_facet | Ahmed, Arslan E.M. Sara, Rashid Norizan, Mat Saad Rana, Muhammad Waqas Khoso, Ikhtiar Ahmed Ahmed, Zeshan |
| author_sort | Ahmed, Arslan E.M. |
| building | UMP Institutional Repository |
| collection | Online Access |
| description | This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the research examines the impact of technology compatibility, complexity, cost, infrastructure, and knowledge on the adoption of SMM. Data were collected through a survey from 386 startups based in Karachi, providing a robust basis for analysis. The findings reveal that technology knowledge significantly mediates the relationships between these technological factors and SMM adoption, enabling startups to better navigate the complexities associated with SMM. Results show that technology compatibility, infrastructure, and knowledge positively influence SMM adoption, while technology complexity and cost are not significant barriers for startups. This contrasts with traditional SMEs, where these factors often hinder SMM adoption efforts. The study highlights the distinct nature of SMSs and the necessity of tailoring technology adoption strategies to their unique needs. The practical implications of this research highlight the importance of investing in technology training and infrastructure to empower startups with the necessary tools and skills for leveraging SMM effectively. This approach not only enhances their market competitiveness but also supports their growth in the digital economy. Overall, this research contributes to a deeper understanding of how technological determinants affect SMM adoption in startups, providing valuable insights for both practitioners and policymakers aiming to promote a robust digital startup ecosystem. |
| first_indexed | 2025-11-15T03:57:52Z |
| format | Article |
| id | ump-45132 |
| institution | Universiti Malaysia Pahang |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T03:57:52Z |
| publishDate | 2025 |
| publisher | Springer Science and Business Media Deutschland GmbH |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | ump-451322025-07-21T01:44:48Z http://umpir.ump.edu.my/id/eprint/45132/ The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups Ahmed, Arslan E.M. Sara, Rashid Norizan, Mat Saad Rana, Muhammad Waqas Khoso, Ikhtiar Ahmed Ahmed, Zeshan HD28 Management. Industrial Management HF Commerce This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the research examines the impact of technology compatibility, complexity, cost, infrastructure, and knowledge on the adoption of SMM. Data were collected through a survey from 386 startups based in Karachi, providing a robust basis for analysis. The findings reveal that technology knowledge significantly mediates the relationships between these technological factors and SMM adoption, enabling startups to better navigate the complexities associated with SMM. Results show that technology compatibility, infrastructure, and knowledge positively influence SMM adoption, while technology complexity and cost are not significant barriers for startups. This contrasts with traditional SMEs, where these factors often hinder SMM adoption efforts. The study highlights the distinct nature of SMSs and the necessity of tailoring technology adoption strategies to their unique needs. The practical implications of this research highlight the importance of investing in technology training and infrastructure to empower startups with the necessary tools and skills for leveraging SMM effectively. This approach not only enhances their market competitiveness but also supports their growth in the digital economy. Overall, this research contributes to a deeper understanding of how technological determinants affect SMM adoption in startups, providing valuable insights for both practitioners and policymakers aiming to promote a robust digital startup ecosystem. Springer Science and Business Media Deutschland GmbH 2025 Article PeerReviewed pdf en cc_by_nd_4 http://umpir.ump.edu.my/id/eprint/45132/1/Exploring%20technological%20determinants%20of%20social%20media%20marketing.pdf Ahmed, Arslan E.M. and Sara, Rashid and Norizan, Mat Saad and Rana, Muhammad Waqas and Khoso, Ikhtiar Ahmed and Ahmed, Zeshan (2025) The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups. Journal of Innovation and Entrepreneurship, 14 (1). pp. 1-20. ISSN 2192-5372. (Published) https://doi.org/10.1186/s13731-025-00470-3 https://doi.org/10.1186/s13731-025-00470-3 |
| spellingShingle | HD28 Management. Industrial Management HF Commerce Ahmed, Arslan E.M. Sara, Rashid Norizan, Mat Saad Rana, Muhammad Waqas Khoso, Ikhtiar Ahmed Ahmed, Zeshan The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title | The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title_full | The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title_fullStr | The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title_full_unstemmed | The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title_short | The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups |
| title_sort | tech advantage: exploring technological determinants of social media marketing adoption in pakistani small and medium startups |
| topic | HD28 Management. Industrial Management HF Commerce |
| url | http://umpir.ump.edu.my/id/eprint/45132/ http://umpir.ump.edu.my/id/eprint/45132/ http://umpir.ump.edu.my/id/eprint/45132/ http://umpir.ump.edu.my/id/eprint/45132/1/Exploring%20technological%20determinants%20of%20social%20media%20marketing.pdf |