Impact of Social Media Marketing, Innovation, and Effective Management on SMEs Performance: A Conceptual Study

Recently, the social media phenomenon has spread widely across the globe, resulting in the creation of new opportunities to influence individuals in a variety of fields. In addition, social media have become forcefully imposing themselves on our reality, as they are an integral part of a lifestyle, especially regarding SMEs. Small and Medium Enterprises (SMEs) performance is an essential and powerful factor determining the business venture position in the competitive environment. Effective management is associated with the SMEs active and competitive performance. This paper aims to develop a framework that shows the social media impact on SMEs performance with a mediating variable that has effective business management. Also, this paper is interested to understand the link between innovation and social media to the performance of SMEs. This study develops a conceptual framework relying on reviewed recent literature. The study revealed that innovation, social media marketing, and effective management predicts SMEs performance. Besides of that, the recommendations and suggestions are provided in this paper to help decision-makers in regulating and taking corrective actions.