Social media adoption as a tool to enhance the performance of Micro, Small and Medium Enterprises – the case study of Jordan

Today, our world has become driven by the internet, especially social media. It has penetrated our society as a transformative force, revolutionizing the means by which businesses operate, market their products and interact with consumers. This is especially true for micro, small and medium businesses that have transformed their marketing strategies and business goals to align with the rapidly developing social media platforms. The aim of the research is to investigate the profound effects social media has on Micro, Small, and Medium Enterprises (MSMEs) within the scope of the case study area of Jordan. The study utilizes a case study methodology based on questionnaire. Data were collected from 384 owners and managers of MSMEs and was analysed on SPSS. The findings suggest a significant positive correlation between adoption social media usage, by its three dimensions: utilization of social media, motivations for using social media applications and purposes of using social media applications, and performance of MSMEs. This research provides valuable insights for MSMEs in Jordan, highlighting the critical role of social media in driving business success and offering practical recommendations for optimizing social media strategies.