The Adoption of Social Media Marketing by Home-based Businesses in Saudi Arabia

Social media applications have revolutionized doing business and attracted the attention of practitioners, scholars, policymakers. offer owners plenty benefits as it enables businesses to get exposed, gain competitive advantage, communicate with customers. However, limited studies considered measuring adoption social marketing by micro-businesses, such home-based businesses. This research examines companies in Saudi Arabia using Technology Acceptance Model (TAM). A self-administered online questionnaire is utilized collect data. total 188 completed questionnaires. Structural equation modeling SPSS, Amos for data analysis. The findings show that perceived usefulness influence positively impact Intention use marketing. Ease influences usefulness. Further, has a subsequent on user behavior. study implications policy, decision-makers, General authority SMEs (Monsha’at) Arabia. results significant positive predictor usage. Besides, statistically validates TAM model rarely studied context due its invisible nature. authors also describe profile HBBs explaining their demographic behavioral characteristics regarding owners’ gender, age education, prior experience. paper contributes original empirical evidence Given lack previous this micro-business sector general Arabia, these are essential. present demonstrates several managerial implications. First all, policymakers should consider when developing policies strategies provide support support. government establish an electronic platform connects all owners.