Abstract
While the literature on social media adoption in marketing is growing, a dearth of research specifically examines the impact of social media adoption on small and medium-sized enterprises (SMEs). To address this gap, this study focuses on fast-food SMEs in Pakistan and investigates the impact of Facebook and Instagram adoption on their marketing performance. We adopted a multiple case study approach using the technology-organisation-environment (TOE) framework with the empirical data collected from twenty-seven SMEs. Our study offers a refined conceptual framework that highlights the importance of complexity, compatibility, innovativeness, and government support as critical factors that influence the adoption of Facebook and Instagram for marketing by fast-food SMEs. Our findings indicate that adopting social media platforms can improve customer relations and help SMEs reach their target audience.