Abstract
This paper provides further insight into adoption by a proposing theory-driven framework that rests on technology acceptance model, theory of planned behavior and social identity theory, and unveils the criticality of adoption factors on corporate performance. The ontological realism, positivist epistemology and relatively nomothetic method(s) guided data collection and design. Respondents were owner-managers of apparel firms or their representatives. Hypotheses were estimated using PLS-SMART and their findings were mixed. Although all constructs had weak R2, only individual innovativeness stood-out significantly to interact with corporate performance; others had either no, weak, moderate or negative correlations. Therefore, owner-managers should prioritize creativity, innovation, upskilling and capacity-building in order to maximize social media uses to interface with customers, build customer satisfaction, brand awareness, and streamline processes for cost-effectiveness.