Exploring the Influence Factor of Social Media adoption to SMEs Performance: A Systematic Literature Review

Abstract

Social media is a public tool that many people can use. Social media also makes it easy for SME actors. The use of social media can affect SME performance. This study uses the Systematic Literature review (SLR) method to produce insight into the current status of empirical research of social media adoption for SME performance and what factors are identified in the relevant studies. This study used the Kitchenham method for the selection of a relevant study. Out of 788 articles from 2016 until 2021, this study selected 20 articles relevant to the research objectives. By analyzing these 20 articles, more research is found in developing countries than in developed countries. In addition, the theories that are widely used in this research area are the Diffusion of Innovation (DOI) theory and the Technology Organization Environment (TOE) framework. The most mentioned factors in the selected paper are relative advantage, compatibility, and top management support.