Digital transformation in youth owned MSMEs: A mixed method exploration on the impact of contemporary social commerce on sustainable performance

Muhammad A. S., Adalier A., Adeshola İ.

Information Development, 2025 (SSCI, Scopus) identifier

  • Nəşrin Növü: Article / Article
  • Nəşr tarixi: 2025
  • Doi nömrəsi: 10.1177/02666669251329908
  • jurnalın adı: Information Development
  • Jurnalın baxıldığı indekslər: Social Sciences Citation Index (SSCI), Scopus, FRANCIS, Applied Science & Technology Source, CAB Abstracts, Computer & Applied Sciences, Index Islamicus, Information Science and Technology Abstracts, INSPEC, Library and Information Science Abstracts, Library Literature and Information Science, Library, Information Science & Technology Abstracts (LISTA), Veterinary Science Database
  • Açar sözlər: AI integration, digital transformation, Dynamic Capabilities Theory, Gen-Z, innovation culture, MSMEs, Nigeria, social commerce, Technology-Organization-Environment (TOE) framework
  • Açıq Arxiv Kolleksiyası: Məqalə
  • Adres: Bəli

Qısa məlumat

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.