Adopting Social Media Marketing for Pakistani SMEs' sustainability: The Mediating role of Entrepreneurship Education

Abstract

The COVID-19 pandemic imposed various restrictions on businesses, forcing them to adopt digital technologies and social media marketing to stay operational. This work explores research questions that guided a study on factors affecting technological usage, social media engagement, and their influence on the sustainability of SMEs in Lahore, Punjab, Pakistan. A quantitative approach using PLS-SEM was employed to collect data through an online questionnaire distributed to SME owners. Results show that use of the internet, perceived usefulness, and e-business technologies significantly influence their adoption. Additionally, efforts in social media marketing contribute to business sustainability. While cost factors into the choice of technology, it is not the main determinant of social media marketing use. Furthermore, the mediating role that digital technology plays in linking key drivers to SME sustainability is important, especially for planners making informed decisions and business owners seeking sustainability strategies. Although this research focuses on SMEs in the region, it contributes to understanding SME resilience amid the pandemic through digital transformation, marking an important initial step in this field.