sustainability

Article
Adoption of Social Media Marketing for Sustainable Business
Growth of SMEs in Emerging Economies: The Moderating Role
of Leadership Support
Sheshadri Chatterjee 1 , Ranjan Chaudhuri 2 , Georgia Sakka 3,4 , Balakrishna Grandhi 5 , Antonino Galati 6, * ,
Evangelia Siachou 7,8 and Demetris Vrontis 3

1 Department of Computer Science & Engineering, Indian Institute of Technology Kharagpur,

Kharagpur 721302, India; [email protected]
2 Department of Marketing, National Institute of Industrial Engineering (NITIE), Mumbai 400087, India;
[email protected]
3 School of Business, University of Nicosia, Nicosia 2417, Cyprus; [email protected] (G.S.);
[email protected] (D.V.)
4 School of Business, Unicaf University, Larnaca 7130, Cyprus
5 SP Jain School of Global Management, Dubai 400070, United Arab Emirates; [email protected]
6 Department of Agricultural, Food and Forest Sciences, University of Palermo, 90133 Palermo, Italy
7 Department of Economics, National and Kapodistrian University of Athens MBA, 10559 Athens, Greece;
[email protected]
8 Faculty of Economics and Management, Open University of Cyprus, P.O. Box 12794, Nicosia 2252, Cyprus





 * Correspondence: [email protected]

Citation: Chatterjee, S.; Chaudhuri,

R.; Sakka, G.; Grandhi, B.; Galati, A.; Abstract: Social media marketing (SMM) plays an important role in business communication, mar-
Siachou, E.; Vrontis, D. Adoption of keting, operations, and other activities. There is a growing interest among researchers, academicians,
Social Media Marketing for and practitioners to understand the role of SMM in business sustainability in small and medium
Sustainable Business Growth of SMEs enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand
in Emerging Economies: The this role. Thus, the aim of this study is to examine the impact of adopting social media marketing
Moderating Role of Leadership for sustainable business growth of SMEs in an emerging economy. The study also investigates the
Support. Sustainability 2021, 13, 12134.
moderating role of SME leadership support on the relationship between SMM usage and sustainable
https://doi.org/10.3390/
business growth of SMEs. After reviewing the existing literature and technology adoption model, a
su132112134
theoretical model is developed, which is then validated using a structural equation modeling tech-
nique to analyze 304 samples of Indian SMEs that use different social media marketing applications
Academic Editor: Francisco
José Liébana-Cabanillas
in their enterprises. This study confirmed that SMM tools significantly and positively improve the
sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME
Received: 31 August 2021 leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable
Accepted: 28 October 2021 business growth of SMEs.
Published: 3 November 2021
Keywords: social media marketing; SMEs; technology acceptance model; leadership support;
Publisher’s Note: MDPI stays neutral perceived usefulness; perceived ease of use; behavioral intention
with regard to jurisdictional claims in
published maps and institutional affil-
iations.
1. Introduction
Small and medium enterprises (SMEs) are found to act as important suppliers of semi-
finished and/or, in some cases, finished raw materials to large organizations and as such
Copyright: © 2021 by the authors. they are considered amongst the most vital organizational suppliers [1–3]. SMEs, which
Licensee MDPI, Basel, Switzerland. are both diversified and heterogeneous, are also considered as the economic backbone of
This article is an open access article the country of their operations [4,5]. In the last decade, SMEs used to mainly operate in
distributed under the terms and
traditional markets; however, to date, they are interested in expanding their operations in
conditions of the Creative Commons
emerging markets [6]. Despite their merits, SMEs across the world, and specifically those
Attribution (CC BY) license (https://
operating (or attempting to operate) in emerging economies, often suffer from constraints
creativecommons.org/licenses/by/
in vital resources and have to deal with even less availability of technological applications.
4.0/).

Sustainability 2021, 13, 12134. https://doi.org/10.3390/su132112134 https://www.mdpi.com/journal/sustainability

Sustainability 2021, 13, 12134 2 of 16

However, SMEs’ successful internationalization often depends more and more on new
technologies [7,8]. Superior marketing practices, known for their cost-effectiveness, might
help SMEs to achieve successful sustainable business growth and development [9,10].
Such practices require SMEs to embed new technologies into already existing and well-
established business practices [11], thus rendering the use of ICT in their daily business
activities as an important and promising tool for marketing their offerings and enabling
further sustainable business growth [12,13].
Social media has emerged as a critical tool for SMEs to establish close relations with
customers [14]. As such, it may interrelate with “a secured generation of web development
and design that aims to facilitate communication, sources, information sharing, interop-
erability and collaboration on the World Wide Web” [15] (p. 531). However, those who
are involved in SMEs’ growth and development would be motivated to use SMM only
if they feel the tools are useful and not hazardous in their applicability. Therefore, SMEs
make decisions regarding the use of SMM only when they evaluate their applicability
as conducive [16–18]. Such reservations are supported by the construct of technology
acceptance model (TAM) [19] and are not studied yet in the context of SMEs operating in
emerging economies that use social media marketing (SMM) [20].
The existing literature provides adequate data in support of how SMM could help
SMEs to accept new technologies; however, the majority of current research applies to
Western economies and their relevant unique needs, demands, and perspectives [21].
In emerging economies, such as India, SMEs are also considered as a prolific source of
economic growth [22–24]. However, they often suffer from low technological competence
and scarce resources. Nevertheless, the applicability of information and communication
technology (ICT) is perceived to be indispensable for their sustainable growth in this
context [12]. From the variety of ICT applications driving businesses to sustainable business
growth, SMM, i.e., doing business on social media [25] is perceived as an appropriate tool
to help SMEs of emerging economies to achieve that goal for many reasons [26,27]. For
instance, and perhaps most important, social media platforms and applications could
equally help consumers to easily connect with brands, products, and services [28–30].
Although SMEs can achieve sustainable business growth with the effective and efficient use
of SMMs, few studies discuss how SMEs in emerging economies yield beneficial outcomes
using SMM applications, as well as how underlined mechanisms, such as appropriate
leadership support, may help them to benefit further from SMM applications [31].
In addition, as leadership of SMEs is actively progressive, the role of leadership
support of SMEs in the effective use of SMM cannot be ignored. Therefore, it is not possible
to establish a conducive environment that helps all employees to embrace and adopt
new technologies, such as SMM, for their day-to-day routine tasks and activities without
including the role of leadership in such organizational efforts [32].
With this background, the aim of this study is to address the following objectives:
[i] To investigate the impact of SMM on the sustainable business growth of SMEs of
emerging economies.
[ii] To examine the factors which can predict the implementation of SMM in SMEs in
emerging economies.
[iii] To understand how leadership support could help SMEs to apply SMM in the emerg-
ing economies to achieve better sustainable business growth.
The study contributes to the existing literature in the following ways: First, it con-
tributes to the literature of SME growth in emerging economies by identifying that the
effective use of SMM may direct SMEs to achieve sustainable growth and development, as
well as achieve internationalization. Second, the study contributes to the organizational
behavior literature by empirically investigating behavioral intention in the context of SMEs,
and it conceptualizes the TAM in this domain. Last, the study contributes to the literature
of leadership by expanding the moderating role of leadership support in new relationships
promising sustainable growth and contexts (i.e., in SMEs in emerging markets), which has
not been investigated in the past.
Sustainability 2021, 13, 12134 3 of 16

2. Theoretical Underpinning
The present study discusses the adoption of SSM by SMEs in emerging economies for
sustainable business growth and development, taking leadership support as a moderator
in this relationship. The issue of new technology adoption is largely approached using the
technology adoption model (TAM), first introduced by Davis [19]. The literature considers
it as one of the most accepted models regarding the adoption of new technologies [33,34].
Furthermore, TAM includes a causal chain of attitudes, beliefs, behaviors, as well as
intention, which were earlier introduced by social psychologists [35]. TAM is founded on
the concept of certain beliefs, such as usefulness and ease of use, that people have when
forming attitudes about a specific object. Depending on their attitudes, people develop
intentions to behave in certain ways towards particular objects. TAM states that people
plan to exhibit their intentions to use a new system when they believe it is “useful” and
“easy to use”, which is also considered as a predictor of usefulness. In this study, the
authors argue that, apart from employees adopting SMM technology that is useful and
easy to use, they will adopt it if they are supported appropriately by leadership.
Therefore, three main reasons can justify the suitability of TAM in the adoption of
new technology. First, TAM is considered as an information technology (IT)-specific
parsimonious model. This model has been designed and developed to adequately predict
and explain how users with diverse levels of expertise and cultures, coming from a wide
range of organizational contexts, accept new systems. Second, this model is based on
solid fundamental theoretical foundations. It is operationally appealing because it stands
on a robust plinth of well-researched and validated inventory possessing psychometric
measurement scales. Third, TAM has gained strong empirical support because of its overall
high explanatory power. In addition, this model is a preeminent model of a wide range of
users’ acceptance of technology [34].
Moreover, status quo bias theory supports that people always adhere to existing
systems especially when cognitive and informational limitations exist [36]. People tend
to weigh potential losses, as they switch from an existing status quo, as more heavy
than their potential gain. Consequently, individuals tend to oppose to any change unless
they realize that the derived benefits could outweigh the risks and losses. Subsequently,
employees of SMEs would resist to use SMM, feeling uncertainty and considering that
the potential benefits would not outweigh the risks. This aligns to the concept of status
quo bias theory. It is suggested, therefore, that leaders are responsible to make employees
realize the benefits of using SMM. Leaders should also motivate employees to use SMM
and not resist such change.

2.1. Development of Hypotheses and Conceptual Model

The theoretical underpinning narrated that both usefulness and ease of use, with
leadership support, would motivate SMEs to adopt SMM to achieve sustainable busi-
ness growth.

2.1.1. Perceived Usefulness (PU)

Perceived usefulness (PU) is a core construct of TAM [19]. PU is conceptualized as an
intangible estimation deriving from a user’s belief that by using a technology the overall
performance of the user will be improved [37]. Thus, in the context of this study, employees
of SMEs should believe that, by using SMM, their performance will be improved [38]. Use
of SMM by employees, in turn, is perceived to have an impact on the overall performance
and sustainability of the SMEs [39,40]. It has been observed that the concept of usefulness
is linked to user intention to make use of technology, which is a core idea behind TAM [41].
It has been also supported that a sense of usefulness is positively associated with the use of
the concerned technology [42,43].
Sustainability 2021, 13, 12134 4 of 16

Accordingly, the first study hypothesis is formulated as follows:

Hypothesis 1 (H1). Perceived usefulness (PU) positively impacts SMEs’ behavioral intention to
use SMM (BIS).

2.1.2. Perceived Ease of Use (PEOU)

Perceived ease of use (PEOU) is another core construct of TAM [19]. Users would not
feel any constraint to use a new technology or a system if they feel that it is not complex [44].
This factor is associated with the concept that it is essential for an individual to exert some
effort to use a technology or a system [38]. Employees who feel that their experience with
the new technology was easier than they expected are motivated to embrace an innovative
system or technology [45]. Furthermore, those who perceive a system relatively easy and
not complex to use will be further self-motivated to conceptualize its usefulness [46]. In
this study, employees of SMEs will not hesitate to use SMM if they feel that it is not difficult
in its implementation and use.
Accordingly, the following hypotheses are prescribed.

Hypothesis 2a (H2a). Perceived ease of use (PEOU) positively impacts SMEs’ behavioral inten-
tion to use SMM (BIS).

Hypothesis 2b (H2b). Perceived ease of use (PEOU) positively impacts perceived usefulness (PU).

2.1.3. Behavioral Intention to Use SMM (BIS)

Behavioral intention is considered a motivational factor that influences a specific
behavior [39]. If one’s intention is strong to perform a certain behavior, the individual is
more likely to perform such behavior. Employees’ behavioral intention to use SMM is an
important factor for comprehending their actions towards using SMM [41,47]. Behavioral
intention is divided into two categories, which are favorable intention and unfavorable
intention. Favorable intention is associated with loyalty, willingness to do something, and
switching intentions [48]. If SMEs believe that using SMM in their enterprises will benefit
them, they will arrange to actually use SMM and try to align their employees’ intentions
to use SMM to derive those benefits [49]. Usefulness and ease of use are perceived to be
effective predictors of BIS, and, in such scenario, the employees will be motivated to intend
to use SMM in their SMEs [50].
Accordingly, it is hypothesized as follows.

Hypothesis 3 (H3). Behavioral intention to use SMM (BIS) positively impacts SMEs’ actual use
of SMM (AUS).

2.1.4. Actual Use of SMM (AUS) and SME Sustainable Growth (SSG)
Social media platforms are considered as easy instruments for SMEs to communi-
cate online with potential consumers or for customers to exchange views with other
customers [51]. Since interactions through social media are not expensive, most SMEs
nowadays adopt this practice, as they have limited resources as well as limited technical
capability [52]. Even more, use of SMM is expected to help SMEs to improve business
activities by building brands [53,54] as well as by acting as a great tool for SMEs to improve
their business practices, which, in turn, improves their sustainable growth [55–58].
These inputs help us to develop the following hypothesis.

Hypothesis 4 (H4). Actual use of SMM (AUS) positively impacts SME sustainable growth (SSG).

2.1.5. Moderating Role of SME Leadership Support (SLS)

The proper application of SMM in SMEs has been considered a new idea for their
sustainable growth. However, in the initial stage of SMEs using SMM, employees will be
reluctant, as they perceive such technologies as a new concept. Whenever a new technology
 2.2.5. Moderating Role of SME Leadership Support (SLS)
Sustainability 2021, 13, 12134 The proper application of SMM in SMEs has been considered a new idea for their 5 of 16
sustainable growth. However, in the initial stage of SMEs using SMM, employees will be
reluctant, as they perceive such technologies as a new concept. Whenever a new technol-
ogy or a new system is introduced in an organization, the employees often resist such
or a new
change, whichsystem is introduced
is supported by thein an organization,
status the employees
quo bias theory [36]. As thisoften resistissuch
theory change,
attributed
which is supported by the status quo bias theory [36]. As this theory
to a combination of loss aversion as well as the endowment effect, leaders are responsible is attributed to a
to motivate employees to align with the use of new technology or the new system. SMEto
combination of loss aversion as well as the endowment effect, leaders are responsible
motivate could
leadership employees to align
influence with the
employees to use of new
narrate technology
different successorstories
the new system.from
emerging SME
leadership could influence employees
the effective utilization of SMM in SMEs. to narrate different success stories emerging from
theTherefore,
effective utilization
employees of are
SMM in SMEs.
required to undertake appropriate training [59] that ena-
Therefore, employees are
bles them to switch from the existing statusrequired to undertake appropriate
quo. Supportive training [59]
leadership thatdesign
should enables
them to switch from the existing status quo. Supportive leadership
proper training for employees using SMM [60,61]. Leaders are expected to help employees should design proper
to align with the strategic decisions that SMEs make to implement SMM by eliminatingto
training for employees using SMM [60,61]. Leaders are expected to help employees
align
the with
usual the strategic
adoption blocker decisions
at the that SMEs make
embryonic phaseto[62,63].
implement SMMwho
Leaders by eliminating
demonstrate the
usual adoption blocker at the embryonic phase [62,63]. Leaders who demonstrate moral
moral attributes, including trustworthiness and fair decision making, can positively influ-
attributes, including trustworthiness and fair decision making, can positively influence
ence their employees and at the same time motivate them to participate in innovative
their employees and at the same time motivate them to participate in innovative work [64].
work [64]. Therefore, leaders have the ability to encourage the introduction of new tech-
Therefore, leaders have the ability to encourage the introduction of new technologies within
nologies within organizations. Leadership plays a fundamental role in the adoption of
organizations. Leadership plays a fundamental role in the adoption of new communication
new communication channels. Considering this, Chatterjee et al. [23] find that supportive
channels. Considering this, Chatterjee et al. [23] find that supportive leadership helps
leadership helps a company to build a ubiquitous CRM to achieve business benefits. How-
a company to build a ubiquitous CRM to achieve business benefits. However, in some
ever, in some cases, as Basit et al. [65] point out in their study, carried out in Malaysia,
cases, as Basit et al. [65] point out in their study, carried out in Malaysia, leadership is
leadership is not a determining factor for the adoption of a new process or system by
not a determining factor for the adoption of a new process or system by organizations.
organizations. Instead, social norms that leaders support are linked to shared standards
Instead, social norms that leaders support are linked to shared standards of behavior and
of behavior and play a crucial role in the implementation of new technologies. Last, ac-
play a crucial role in the implementation of new technologies. Last, according to Brink’s
cording to Brink’s
study [66], study
involving top[66], involvingin
management topthemanagement
implementation in the implementation
of social of social
media can contribute
media can contribute to the creation of collaborative knowledge in the
to the creation of collaborative knowledge in the business processes and improve business business processes
and improve business
performance. performance.
Thus, leadership Thus,
support leadership
is perceived as support
an important is perceived
enabler to asmoderate
an im-
portant enabler to moderate the relationship between actual
the relationship between actual use of SMM and improvement of sustainable growth use of SMM and improve-
ment of sustainable growth of SMEs.
of SMEs.
Accordingly,
Accordingly,the thefifth
fifthand
andlastlasthypothesis
hypothesisofofourourstudy
studyisisasasfollows.
follows.

Hypothesis 5 (H5).
Hypothesis SME
5 (H5). SMEleadership support
leadership (SLS)
support moderates
(SLS) thethe
moderates relationship
relationshipbetween
betweenactual
actualuse
use
of of
SMM (AUS) and SME sustainable growth (SSG).
SMM (AUS) and SME sustainable growth (SSG).

Based
Basedonon
the hypothesized
the relationships,
hypothesized the
relationships, study’s
the proposed
study’s model
proposed is is
model conceptual-
conceptual-
ized as follows (Figure 1).
ized as follows (Figure 1).

Figure 1. 1.
Figure Conceptual model.
Conceptual model.

3. Research Methodology
To test the study hypotheses as well as validate the conceptual model, we used
the structural equation modeling (SEM) technique. This process has been carried out to
estimate the predictive powers of different dependent variables and finally assess the
predictive power of the goal of this study, i.e., SMEs’ sustainable growth (SSG).
Sustainability 2021, 13, 12134 6 of 16

3.1. Measurement Instruments

Measures for this study were obtained from the current literature. The questions were
pre-tested to rectify items’ wording and render it easy for the participants to understand
the study questions. The opinions of six experts who have adequate knowledge about the
study’s domain were taken into consideration aiming at the improvement of the study
items regarding their comprehensiveness and readability. Furthermore, the proposed study
questions were discussed with the experts to ensure that the questions are understandable,
not ambiguous, vague, or difficult to answer in order for the respondents to express their
attitudes regarding their prospects of using SMM in SMEs. After the development of the
survey instrument, a pilot test was also conducted aiming at the assessment of the probable
response rate as well as the confirmation of the scale reliability. The questionnaire was
finally shared with a relatively small sample size. The participants’ backgrounds and
selection criteria in the pilot test were the same as of the main survey. The pilot test resulted
in the correction of a few items regarding wordings and improvement of the reliability of
the relevant constructs. The residual flaws in the questionnaire were finally eliminated.
The survey instruments included 31 items (see Appendix A).

3.2. Data Collection

The study was conducted in India for many reasons. India is an emerging economy,
being one of the BRICS countries with a considerable number of SMEs [67]. India is
reported to have the largest population of social media users with a very high Internet
penetration [68–70]. The study participants were located in three cities of India, Mumbai,
Ahmedabad, and Bangalore, as many SMEs operate in these areas. Last, the study partici-
pants were employed in SMEs, which satisfy the criteria enjoined in the Micro, Small &
Medium Enterprise Development Act 2006 (India).
We randomly selected 50 SMEs from those three cities and contacted the executives
through telephone calls and emails. We explained that the aim of the study was purely
academic and requested the executives to allow their employees to participate in the survey.
It was also assured that their confidentiality and anonymity of the participants would be
strictly preserved. Eventually, executives of 24 SMEs agreed to allow their employees of
different ranks to take part it in survey.
We selected 600 employees of these 24 SMEs at random and sent them an email with
the response sheet that contained the 31 items. Since the quantification of the responses
was anchored on a 5-point Likert scale, each item in the response sheet had five options. We
informed the respondents to put only one tick mark in one of the five options against each
item. All 600 employees (prospective respondents) were requested to reply within two
months (January 2020 to February 2020). Within the scheduled time window, 318 responses
were obtained. The response rate was 53%. On scrutiny of these 318 responses, 14 responses
were found incomplete, and were not considered. Therefore, analysis was done with
304 usable responses against 31 items. The demographic information of 304 respondents is
shown in Table 1.

Table 1. Demographic information (N = 304).

Particulars Category Number Percentage (%)

Gender Male 216 71
Female 88 29
Education High School 64 21
Graduate 158 52
Postgraduate 82 27
Working position Leaders 21 7
Managers 64 21
Employees 219 72
Sustainability 2021, 13, 12134 7 of 16

4. Data Analysis and Results

4.1. Measurement Properties and Discriminant Validity Test
To detect convergent validity, the factor loading (FL) of each item was estimated. To
examine validity, reliability, and internal consistency of each construct, we estimated the
average variance extracted (AVE), composite reliability (CR), and Cronbach’s alpha (α) of
each construct. All the values are within the permissible range. The results are shown in
Table 2.

Table 2. Measurement properties.

Construct/Item LF AVE CR α t-Value

PU 0.84 0.89 0.93
PU1 0.89 21.17
PU2 0.96 22.14
PU3 0.92 27.29
PU4 0.94 31.27
PU5 0.95 34.18
PU6 0.90 26.01
PU7 0.85 37.11
PEOU 0.85 0.88 0.92
PEOU1 0.85 28.11
PEOU2 0.90 29.17
PEOU3 0.95 26.22
PEOU4 0.97 34.62
PEOU5 0.96 27.29
PEOU6 0.88 31.04
PEOU7 0.92 35.12
BIS 0.86 0.90 0.94
BIS1 0.88 26.27
BIS2 0.96 28.31
BIS3 0.90 29.22
BIS4 0.94 32.41
BIS5 0.95 36.17
BIS6 0.92 39.11
AUS 0.84 0.89 0.92
AUS1 0.89 26.22
AUS2 0.96 24.63
AUS3 0.90 29.33
AUS4 0.87 19.17
AUS5 0.91 24.32
AUS6 0.97 28.11
SSG 0.87 0.91 0.95
SSG1 0.89 26.11
SSG2 0.94 24.22
SSG3 0.96 25.25
SSG4 0.90 36.12
SSG5 0.95 17.33

The estimated values of AVEs lie between 0.84 and 0.87, which are all greater than the
lowest threshold value of 0.50 [70].
It was observed that the square roots of all the AVEs were greater than the bi-factor
correlation coefficients. Hence, the Fornell and Larcker criteria [71] are satisfied. The results
confirm discriminant validity, which are shown in Table 3.
Sustainability 2021, 13, 12134 8 of 16

Table 3. Discriminant validity test (Fornell and Larcker criteria).

Construct PU PEOU BIS AUS SSG AVE

PU 0.92 0.84
PEOU 0.28 0.92 0.85
BIS 0.26 0.24 0.94 0.86
AUS 0.35 0.17 0.21 0.92 0.84
SSG 0.33 0.19 0.26 0.22 0.93 0.87

4.2. Moderation Analysis (Multi Group Analysis)

SME leadership support (SLS) has been considered as a moderator acting on the
relationship between AUS and SSG. In this study, effects of SLS on the said linkage have
been divided into two categories: strong SLS and weak SLS. The p-value difference was
estimated by multi group analysis (MGA) process considering 5000 bootstrap replications
and taking impacts of strong SLS and weak SLS on the linkage AUS→SSG. The p-value dif-
ference was found to be 0.02 for the present study. Hence, the effects of SLS on AUS→SSG
are significant [72].

4.3. Common Method Bias (CMB)

Since this study dealt with survey-based data, there is potential of common method
bias (CMB) emerging from the implicit social desirability. The potential of the CMB has
been reduced by taking some preemptive measures. First, as mentioned a pilot test was
conducted. Second, all prospective participants were assured that their anonymity and
confidentiality will be strictly preserved so they can respond in an unbiased way. Third, a
post hoc Harman’s Single Factor Test (SFT) was conducted. It revealed that the first factor
accounts for 29.12% of the variance. This is within the allowable range of 50% [73]. Fourth,
for CMB validity check, the marker variable correlation technique was also adopted. The
results transpired that the difference between original as well as CMB adjusted correlations
were found to be less than 0.06 for all the concerned constructs [74,75]. Hence, CMB could
not be a limitation for the study distorting the study outcomes.

4.4. Hypotheses Testing (SEM)

To ascertain whether the model is in order or not, some of the fit indices, like goodness
of fit index (GFI), adjusted goodness of fit index (AGFI), comparative fit index (CFI), Tucker–
Lewis Index (TLI), root mean square error (RMSE), and ratio of chi-square and degree of
freedom were estimated. The corresponding values were 0.932, 0.864, 0.941, 0.966, 0.042,
and 2.014, respectively, which were all within the specified range. Hence, it is confirmed
that the model is in order. With this process, the path coefficients of different linkages,
p-values, and R2 values could be estimated. The entire results are shown in Table 4.

4.5. Results
The study formulated six hypotheses; one of them postulates moderating effects of
SLS on H4. After SEM analysis, all study hypotheses were validated. Specifically, the
study outcomes show that the impact of PU on BIS is significant and positive, since the
concerned path coefficient is 0.22 with level of significance p < 0.01 (***). This corresponds
to H1. The results highlight that the impacts of PEOU on BIS (H2a) and on PU (H2b) are
both significant and positive, since the path coefficients are 0.29 and 0.26 with levels of
significance as p < 0.001 (***) and p < 0.05 (*), respectively. The impact of BIS on AUS
(H3) is significant and positive, since the concerned path coefficient is 0.43 with level of
significance p < 0.001 (***). The results show that impact of AUS on SSG (H4) is also
significant and positive, as the concerned path coefficient is 0.51 with level of significance
p < 0.001 (***). The effect of the moderator SLS on the linkage of H4 is also found to be
significant and positive, since the concerned path coefficient is 0.23 with level of significance
as p < 0.05 (*). As far as coefficients of determinants (R2 ) are concerned, PU and PEOU
could explain BIS to the tune of 32% (R2 = 0.32). Moreover, PEOU could explain PU to
Sustainability 2021, 13, 12134 9 of 16

the extent of 28% (R2 = 0.28). The results shown that BIS could explain AUS to the tune of
41% (R2 = 0.41), whereas AUS could explain SSG to the extent of 69% (R2 = 0.69), which is
the predictive power of model. Indirect effect of the mediation [76] has been calculated.
Bootstrapping test at the 95% confidence interval with 10,000 resamples has been performed.
Let it be mentioned here that confidence interval is a range of values which are likely
to include a population value with a certain degree of confidence. Population mean lies
between a lower and upper interval. Bootstrapping results show that there exists significant
effect of actual use of SMM on the relationship between behavioral intention to use SMM
and SME sustainable growth where the indirect estimate is 0.43 × 0.51 = 0.22, Z = 4.63,
significance = p < 0.01 (**), lower interval = 0.18 and upper interval = 0.39.

Table 4. Path coefficients, R2 values, p-values, remarks.

Path Coefficients/
Linkages Hypotheses p-Values Remarks
R2 Values
Effects on BIS R2 = 0.32
By PU H1 0.22 p < 0.01 (**) Supported
By PEOU H2a 0.29 p < 0.001 (***) Supported
Effects on PU R2 = 0.28
By PEOU H2b 0.26 p < 0.05 (*) Supported
Effects on AUS R2 = 0.41
By BIS H3 0.43 p < 0.001 (***) Supported
Effects on SSG R2 = 0.69
By AUS H4 0.51 p < 0.001 (***) Supported
(AUS→SSG) × SLS H5 0.23 p < 0.05 (*) Supported

5. Discussion
The study outcomes support that PU impacts BIS (H1), and PEOU impacts both BIS
and PU (H2a and H2b). These validated hypotheses are in alignment with TAM [19]. These
three linkages not only have been supported by TAM, but they have also received support
from other studies [44,77]. This study has shown that behavioral intention to use SMM
(BIS) impacts SMEs’ actual use of SMM (AUS) (H3). It is implied, therefore, that SMEs’
intention to use SMM will motivate them to actually use SMM; therefore, it is supported
that the ‘intention’ leads to ‘actual use’. Hence, the study confirms the current literature.
Wu et al. [41], for instance, observed that behavioral intention is a motivational factor with
effective influence on specific behavior. When employee intention is stronger towards
performing a specific behavior, it is very likely that such behavior will be performed.
On the same grounds as well as in alignment with the existing research [54], this study
hypothesized that actual use of SMM by the SMEs could impact the sustainable business
growth of the SMEs (H4).
This study further highlights that in emerging economies a considerable amount of
citizens across varied socio-economic classes make use of social media. Social media enables
users to share their voices across the globe. SMM provides an effective mechanism enabling
SMEs to promote a brand, a service, or a business by establishing intimate connections
with potential consumers. SMEs often deal with financial constraints, which disable them
to embark on large-scale advertisement campaigns as larger organizations usually do.
SMM enables SMEs to advertise their products and services in an easier, as well as a
cost-effective, way.
Sustainability 2021, 13, 12134 10 of 16

Following existing research [59,61], the present study has also approved that leader-
ship support plays an active role in strengthening the relationship between AUS and SSG.

5.1. Theoretical Contributions

The study provided interesting theoretical contributions. In particular, the study made
use of two exogenous variables borrowed from TAM, i.e., perceived usefulness (PU) and
perceived ease of use (PEOU). These are the core constructs of TAM. The inclusion of
PU in the model may also support the plausible inclusion of a variety of relevant factors,
which affect the behavioral intention of SMEs to utilize SMM. These factors might be
relevant to SMM performance, people’s perception of risk while using SMM, their trust in
SMM, and the effectiveness and productivity linked to SMM. Perceived usefulness includes
factors such as performance, risk, trust, effectiveness, and productivity [38,77–79]. Equally,
perceived ease of use (PEOU) includes simplicity as well as self-efficacy [80].
Hence, by including these two core constructs of TAM (i.e., PU and PEOU), this study
has been able to consider many other important factors that motivate SMEs to use SMM
for ensuring sustainable business growth and development. Henderson and Divett [78]
observed that technology acceptance model could be appropriately and successfully ap-
plied in setting an online supermarket. The study empirically supports the capability
of TAM to accurately predict actual behavior of the stakeholders who should abandon
the traditional supermarket model. Henderson’s and Divett’s [78] study was extended
in the present study supporting that SMEs of emerging economies are motivated to use
SMM if they perceive that SMM will enable them to achieve sustainable business growth
and development.
Besides this, the study hypothesized that leadership support has an effective moderat-
ing impact on the relationship between actual use of SMM and SME sustainable business
growth. To the best of our knowledge, there are not similar studies considering the effects
of SME leadership support in the context of developing sustainable business growth using
SMM in emerging economies, such as India. The moderating effect of SME leadership
support has strengthened the explanative power of the proposed theoretical model, which
is considered as a special theoretical contribution of this study.

5.2. Implication to Practice

The study focused on how several determinants could motivate SMEs operating in
emerging markets to create a congenial environment for adopting SMM, aiming at sustain-
able business growth and development. It also discussed the role of SMEs’ leadership in
motivating employees to make effective use of SMM for sustainability purposes. Hence, the
study outcomes are expected to provide worthy inputs to the policy makers as well as prac-
titioners to readjust and reconcile existing policies in order to achieve sustainable growth.
Specifically, the study outcomes support the perceived ease of utilizing SMM, and as
such it encourages managers to design appropriate training for employees. Well-designed
training and development sessions make employees feel more confident to use these
new tools. Adequate training would also help them feel that using new technologies in
their day-to-day routines, tasks, and activities is relatively easy. Training interventions
may also increase the employees’ awareness of social media utilization through a deep
understanding of the main benefits and on how social media might be used at work and the
related risks. In addition, in these courses, trainers should take into account the different
levels of previous experience employees have in the use of social media in order to calibrate
the training sessions in relation to the detected skill. Furthermore, regular meetings with
employees at all levels could also help managers to realize the potential of their efforts,
as well as to evaluate the success of their initiatives, to align with organizational targets
and goals.
Supportive leadership in this context plays an effective as well as a critical role in the
smooth implementation of SMM in existing functions. By constantly consulting and coach-
ing employees at all levels, they may not face any impediment in their efforts to use SMM
Sustainability 2021, 13, 12134 11 of 16

applications. However, before encouraging and training employees, companies should

examine their current leadership style and organizational culture in order to identify any
critical issues and solutions to encourage the adoption of innovative communication tools.
Amongst other responsibilities, leadership should also take care of the adequacy of the re-
sources available to employees, such as Internet facilities and other essential infrastructure
that is required for the smooth implementation of any chosen SMM application.

5.3. Limitations and Future Scope

As is common in academic research, the study presents limitations, which warrant
further attention.
First, the study outcomes depend on cross-sectional data. This alone entails the
problems of causality of the relationships between the constructs, thus, enhancing the
chances of the defects of endogeneity. It is suggested, therefore, that future scholarly
research should focus on longitudinal studies and investigate the relationships under study
with the use of econometric analysis.
Second, the survey was conducted in certain geographical areas analyzing inputs from
employees at SMEs located in Mumbai, Ahmedabad, and Bengaluru, India. Therefore,
we cannot easily support generalizability of the study outcomes. Scholars in the field
may conduct research in other geographical areas, thus considering perspectives from
employees who are employed in SMEs operating in cities of India and beyond. To ensure
global applicability of the study findings, future scholarly research should be conducted in
SMEs dispersed across the world.
Third, the study sample can be considered relatively small (N = 304). This cannot
be considered as an adequate representative sample of the entire society. Therefore, such
lacuna warrants further attention, and an adequate sample representation must be consid-
ered in future research. Last, the explanative power of the model is 69%. To ameliorate
the explanative power of the model, it is suggested that future researchers consider other
boundary conditions.
Fourth, the study fails to ensure equal representation in terms of the demographics
of the study participants. Specifically, the inputs of male and female we analyzed hold
71% and 29%, respectively. This might prejudice the results, since there is considerable
difference in the representation of male and female employees. So far, as education of
the respondents is concerned, the maximum representation (52%) came from graduate
respondents compared to high school level (21%) and postgraduate (27%). Besides this,
maximum inputs have been obtained from the employees (72%) compared to the leaders
(7%) and managers 21%. Future researchers should take into consideration such inequalities
and narrow the demographic gap of the study participants.

Author Contributions: Conceptualization, A.G., E.S. and D.V.; methodology, S.C.; software, R.C. and
B.G.; validation, A.G., R.C., E.S. and D.V.; formal analysis, S.C.; investigation, R.C.; resources, G.S.
and D.V.; data curation, A.G. and E.S.; writing—original draft preparation, S.C.; writing—review and
editing, A.G., G.S., D.V. and E.S.; visualization, R.C. and B.G.; supervision, D.V., A.G., G.S. and E.S.;
project administration, R.C. and B.G. All authors have read and agreed to the published version of
the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.
Sustainability 2021, 13, 12134 12 of 16

Appendix A

Table A1. Summary of Questionnaire.

Response
Items Source Statements
[SD][D][N][A][SA]
I believe that social media platform is useful for
PU1 [19,38] [1][2][3][4][5]
the business
I believe that social media platform is a valuable tool
PU2 [19,39] [1][2][3][4][5]
for marketing
Social media platform helps in superior customer
PU3 [19] [1][2][3][4][5]
query management
I believe that social media marketing helps in
PU4 [19,40,41] [1][2][3][4][5]
sustainability for the business
I think usage of social media platform helps
PU5 [42,43] [1][2][3][4][5]
improving customer satisfaction
I believe that social media marketing helps in reaching
PU6 [19,43] [1][2][3][4][5]
many customers with less cost
Social media platform enhances the overall
PU7 [42,43] [1][2][3][4][5]
productivity of the business
I like to use social media platform for connecting with
PEOU1 [19] [1][2][3][4][5]
my customers as it is easier to use
PEOU2 [19,46] I think that social media marketing is easier to learn [1][2][3][4][5]
I believe that identifying new customers using social
PEOU3 [38,44] [1][2][3][4][5]
media is easier than the traditional marketing process
I believe that using social media platform, marketers
PEOU4 [19,39,44] [1][2][3][4][5]
can quickly understand the customer needs
Using social media platform, it is easier to retrieve
PEOU5 [19,44] [1][2][3][4][5]
information regarding a potential customer
I believe I can efficiently use social media to market
PEOU6 [38,44] [1][2][3][4][5]
my product
Social media platform is cost effective for
PEOU7 [45,46] [1][2][3][4][5]
advertisement
I intend to use social media platform for marketing
BIS1 [39,41] [1][2][3][4][5]
purpose in future
I am planning to learn social media to improve our
BIS2 [50] [1][2][3][4][5]
customer reach
I believe that most of the employees in our
BIS3 [47,48] organization intend to use social media to improve [1][2][3][4][5]
customer interaction
I know social media can help to increase my
BIS4 [41] [1][2][3][4][5]
customer base
Social media helps in getting quick customers’
BIS5 [49,50] feedback to improve the product features [1][2][3][4][5]
and functionalities
There is a plan to integrate social media with our
BIS6 [50] [1][2][3][4][5]
existing marketing tools
I everyday use social media to understand my
AUS1 [51,52] [1][2][3][4][5]
customer needs
Frequent usage of social media helps me to
AUS2 [53] [1][2][3][4][5]
understand my customer opinion about our products
I believe that regular usage of social media marketing
AUS3 [54,55] [1][2][3][4][5]
technique helps improving better revenue generation
Sustainability 2021, 13, 12134 13 of 16

Table A1. Cont.

Response
Items Source Statements
[SD][D][N][A][SA]
We have social media enabled customer relationship
AUS4 [57] [1][2][3][4][5]
management tools which we regularly use
I believe that frequent usage of social media for
AUS5 [56] marketing purpose improves in sustainability of [1][2][3][4][5]
my organization
I believe frequent use of social media for marketing
AUS6 [57,58] [1][2][3][4][5]
purpose helps in improving competitiveness
I believe that our organization performance has been
SSG1 [51,52] [1][2][3][4][5]
improved after using social media platform
I think that organization can improve their sales
SSG2 [57] growth if they frequently use social media platform to [1][2][3][4][5]
interact with the customers
I believe that our customers feel more connected with
SSG3 [52,53] [1][2][3][4][5]
our organization after using social media
I believe that usage of social media to understand the
SSG4 [54] [1][2][3][4][5]
customer requirements is cost effective
I believe that usage of social media platform for
SSG5 [57,58] marketing products or services is the best practice [1][2][3][4][5]
across the industries
SD = Strongly Disagree; D = Disagree; N = Neither agree nor disagree; A = Agree; SA = Strongly Agree.

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