Digital transformation in youth owned MSMEs
A mixed method exploration on the impact of contemporary social commerce on sustainable performance
Bibliographic Data
| ID | 21500811 |
|---|---|
| Authors | Abubakar Sadiq Muhammad (0000-0001-6534-4988, Cyprus International University, corresponding author), Ahmet Adalıer (0000-0002-9947-3398, Cyprus International University), Ahmet Adalier (Cyprus International University), Ibrahim Adeshola (0000-0002-4477-4222, Final International University) |
| Year | 2025 |
| Publication date | 2025-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Information Development (JOURNAL) |
| Journal identifiers | ISSN: 0266-6669 • E-ISSN: 1741-6469 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/02666669251329908 |
| OpenAlex | W4409046739 |
| Language | EN |
| Citations received | 1 |
| References cited | 60 |
This study explores the adoption of contemporary social commerce (s-commerce) among Gen-Z-owned Micro, Small, and Medium Enterprises (MSMEs) in Nigeria, focusing on factors influencing adoption and its impact on performance. It addresses gaps in existing research by integrating the Technology-Organization-Environment (TOE) framework with Dynamic Capabilities Theory (DCT), examining the role of emerging technologies like AI and social media analytics. An exploratory sequential mixed-method design is employed, integrating qualitative and quantitative approaches. In the first phase, focus group discussions explore the ‘why’ and ‘how’ aspects of the research questions. In the second phase, a quantitative approach tests the proposed hypothetical model using structural equation modeling. The findings reveal that AI integration, innovation culture, and entrepreneurial orientation significantly influence the adoption of s-commerce among Gen-Z-owned MSMEs. However, customer social media proneness, social media analytics integration, and government support show insignificant effects. The adoption of s-commerce positively impacts MSME performance, leading to improved sales, customer engagement, and business growth. This research extends the TOE framework by incorporating previously unexplored factors and integrates DCT to provide a nuanced understanding of s-commerce adoption, offering new insights into the Sub-Saharan African context
Business · Digital transformation · Political science · Sustainable development · World Wide Web · Computer Science · Digital Marketing and Social Media · Entrepreneurship Studies and Influences · Technology Adoption and User Behaviour
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| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |