Paper Key : IRJ************265
Author: Dr. P. Abarna
Date Published: 09 Jul 2024
Abstract
AbstractThis study explores the multifaceted dynamics influencing small and medium-sized enterprises (SMEs) in adopting and leveraging social commerce. Utilizing a mixed-methods approach, which includes qualitative interviews and quantitative surveys. This research explores the various factors that drive SMEsdecisions to integrate social commerce into their operational frameworks. Findings reveal that technological readiness, perceived benefits, and competitive pressure are pivotal in the adoption process. Technological readiness includes the availability and ease of use of social commerce platforms, while perceived benefits encompass increased market reach and improved customer engagement. Competitive pressure is characterized by the need to keep up with or surpass competitors who have already adopted social commerce. Moreover, the research identifies several challenges that SMEs encounter, such as limited resources, insufficient expertise, and the complexity of managing social commerce activities. These obstacles can hinder effective implementation and utilization of social commerce strategies. To address these issues, practical recommendations are provided for policymakers and business owners, including the need for targeted training programs, financial support, and the development of user-friendly platforms.KeywordsSMEs, Social Commerce, Digital Transformation, Technological Readiness, Competitive Pressure, Expertise Challenges, Business Strategy