Abstract:

Small and Medium-Sized Enterprises (SMEs) are considered the backbone of any successful and thriving economy (Ali Qalati et al., 2021). Therefore, examine the effect of social media adoption and organizational culture on SME performance in the UAE using an integration of the TOE framework and the competing values framework. The study employed quantitative approach. The validity and reliability of the measurement and structural models were established using PLS-SEM to test the hypotheses of the study. The results revealed that technological factor significantly influences the SMEs performance directly. The results also revealed that social media adoption significantly influence the SMEs performance. Nevertheless, organizational and environmental factors had negative impact on the SMEs performance. In addition, media adoption mediates the relationship between technological, organizational and environmental factor and SMEs performance. However, the present study that there is a significant negative effect of organizational culture in the relationship between social media adoption and SMEs performance. Hence,