Social media use in small and medium-sized enterprises (SMEs) is growing. Social media offers opportunities for business organisations to increase business transactions. However, little attention has been given in understanding the adoption and impact of social media in SMEs. Using technology-organisation-environment framework (TOE), social media adoption and its impact model is developed. The model can guide future social media application research and can be a basis to guide SMEs which are seeking to use social media applications effectively to increase their business transactions.

Keywords: Business, Management, Social media, adoption, TOE, SMEs

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