Web-based social networks as an enabler for sustainable growth in small and medium-sized enterprises: a PLS-SEM approach

Employing web-based social networks (WBSNs) as a marketing technique is crucial for companies to advertise their goods and services, ultimately securing profits effectively. However, small and medium-sized enterprises (SMEs) often need to be more willing to adopt new technologies, including WBSNs. This research seeks to investigate the factors influencing web-based social networks usage within SMEs and evaluate its impact on enhancing awareness of the brand, sales growth, and customer engagement. The study's framework combines the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Task-Technology Fit theory. Employing a quantitative approach, the study surveys 273 SMEs in Jordan using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that performance expectancy, effort expectancy, and social influence significantly boost the adoption of WBSNs. Furthermore, the alignment of task and technology plays a critical role in the effective use of WBSNs, suggesting that the practical implementation of WBSNs strategies is as vital as the intent to adopt these technologies. The results underscore the importance of WBSNs in improving brand recognition, sales growth, and customer interaction among Jordanian SMEs. The study provides actionable insights for SMEs looking to leverage WBSNs more effectively by focusing on the psychological drivers of technology adoption and the practical alignment of WBSNs tools with business goals. This research also offers valuable implications for organizational stakeholders, particularly in the SME industry.