Factors Influencing The Adoption Of Social Media Marketing For E-Commerce Of Smes In Uae: The Confirmatory Factor Analysis Approach

Abstract

Abstract: Social media that empower overall joint exertion and sharing among customers. New social media applications in online business show up reliably and achieve colossal paralyzes to the natural arrangement of individuals and associations. One of the most basic examples in the earlier decades is the creating usage of the ICT. Therefore, this research paper is about the most influencing social media marketing factors for the SMEs in UAE. Also, this paper shows that how Facebook, WhatsApp and twitter as the most influential marketing tools influence the social media marketing among the SMEs in UAE. Similarly, in this paper the confirmatory factor analysis (CFA) approach of structural equation modelling (SEM) using AMOS software to investigate these influential factors has been adopted. It was finally presenting how the social media such as Facebook, WhatsApp and Twitter tremendously influence the social media marketing among SMEs in UAE. The results of this study indicate that all the influence of social media marketing for E-Commerce is high and having high influence for the adoption in Small and medium enterprises in United Arab Emirates