Social media usage and innovation performance: the case of fashion SMEs in Jordan

Abstract

ABSTRACT This study aims to analyze the impact of using leading social media platforms (SMPs) on the innovation performance of the fashion SMEs in Jordan. A theoretical model has been developed and validated empirically using a survey of 217 fashion SMEs. The results highlight the positive significant impact of SMPs’ usage on the innovation performance. This research has distinctly contributed to the existing literature by considering the SMPs’ usage in the context of developing fashion SMEs, thereby contributing to filling a literature gap. Finally, research limitations, managerial implications, and future research suggestions are presented.