Abstract
This study investigates using social media to improve business performance in the Harare Metropolitan Province of Zimbabwe. Data for this study were collected using a cross-sectional research methodology. A total of 938 participants who were business owners in the Harare region completed an online questionnaire. The utilisation of SmartPLS 4.0 software facilitated the analysis of data and the application of the partial least squares approach to identify interrelationships among measurement components. This study examines the technological constructs of relative benefit, presence qualities, visibility, linkages and interactivity. Senior management support is essential for determining a company's position on social media, particularly in smaller corporate units where roles are interdependent. Based on the social media adoption, antecedents TF and OF implied that their direct impact on business performance was insignificant. Our empirical study reveals that external pressure and environmental uncertainty significantly impact SMEs' adoption of social media in Harare's multi-industrial urban centre district in Zimbabwe. Overall, the study findings are that social media adoption does not affect SMEs' business performance in Zimbabwe. A well-established information technology communication infrastructure that characterises this district might be the critical perceptual driver to adopting social media due to its ease of availability, not actual use. This study helped validate a nomological framework using latent constructs. It suggests longitudinal research to investigate in the future.