Ghanem, Saeed Khalfan Rashed (2023) Toe factors and SME’s performance: the mediating and moderating roles of social media benefits and organizational culture. Doctoral thesis, Universiti Tun Hussein Onn Malaysia.

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Abstract

Research literature highlighted application of social media in SMEs is still slow-paced despite its perceived and recognized benefits. The UAE government recognizes the importance of SMEs as instrumental to the economic growth and development of the country. However, the SMEs productivity still not satisfactory as reported by the Dubai SME and Abu Dhabi Chamber. Therefore, despite compelling evidence on previous studies on the effects of technological and organizational factors on SMEs business performance, there is an overwhelming lack of insights regarding the dynamics and interplay of technological, organizational, environmental and social media benefit and organizational culture in the UAE context. Despite this, the limited research scope in this area reveals questions regarding how SMEs should select and deploy social media channels and how these impacts their business performance. This study sought to investigate the mediating and moderating role of social media benefit and organizational culture in the relationship between the technology–organization–environment (TOE) framework and SME performance. In this quantitative research design, a structured questionnaire with a 5-point Likert scale was used as the instrument for data collection from the total of 420 respondents from SMEs in the UAE. The PLS-SEM was used to test the hypotheses. The results of this research revealed that the technological factors (β= 0.382, t=8.147, p=0.000) and organizational factors (β= 0.177, t=2.962, p=0.003) positively and significantly effects SME performance. The environmental factors (β= 0.015, t=0.231, p=0.817) does not affect SME performance. Findings revealed that social media benefits negatively influenced SME performance directly with values of (β= -0.506, t=3.679, p=0.000). Social media benefits significantly mediate the relationship between organizational factors (β= -0.277, t=3.459, p=0.001) and environmental factor (β= -0.207, t=3.622, p=0.000) and SME performance. However, social media benefit does not mediate the relationship between technological factor and SME performance. In addition, the results also showed that there is moderating effect of organizational culture with the values of (β= 0.113, t=2.734, p=0.006) between social media benefits and SME performance. The study concludes with recommendations for further study and addresses some limitations in the study's design. Therefore, this research will add a value in the academic research field as there is a lack of studies in the field of SMEs performance using both mediating and moderating indicators from in the UAE context

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