Social commerce as a business tool in Saudi Arabia's SMEs

Social media adoption plays a significant role in economic development. Yet, many small- and medium-sized enterprises (SMEs) do not believe that they could expand their market and reach customers on social media sites, especially in developing countries such as Saudi Arabia. Therefore, this study conducted a content analysis method to determine the elements of social media that SMEs are using to connect with consumers and its impact on consumers' usage. The study has analysed 60 SMEs divided into four main categories including online information provided and shared by SMEs; online business strategies used by SMEs; technology and social media tools and platforms used by SMEs; and consumers social media tools and platforms usage to connect with SMEs. Finally, the analysis indicated that businesses are building online trust using social media; online business strategies influence consumers' perceptions of the uncertainty; innovative businesses lead to innovative consumers; and quality of online information affects consumers' adoption.