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Social Media Efficacy for Sustainability in SMEs: The Role of Innovation Practices

The purpose of this study is to analyse how social media efficacy initiates the changes in SMEs (small and medium-sized enterprises) for innovation practices to improve their business performance. A total sample of 278 SMEs was collected using quantitative research. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used for hypotheses testing. A two stage analytical approach was adopted to assess the measurement model and structural model by using pls algorithm technique, bootstrapping technique as well as blindfolding technique. Social media efficacy is found to have significant relationship with product, process and marketing innovation practices. In addition, product innovation is found to have positive impact on business performance whereas process and marketing innovation are not significantly influence on business performance of SMEs. The findings of this study shall foster a better understanding how social media efficacy and the innovation practices affect the business performance of small and medium enterprises. Base on the findings, several implications are highlighted.