Social media marketing (SMM) is a powerful tool for small and medium-sized enterprises (SMEs) to promote their brand, engage with audiences, and drive website traffic. Therefore, this study is focus on the Factors Influencing SMEs in Yangon Intention to Adopt Social Media Marketing. The purpose of this study is to analyze the technological readiness, organizational structure, and external environmental influences that impact SMEs' decisions to embrace social media marketing and to measure and analyze social media performance to ensure that SMEs can continuously improve their marketing efforts in order to empower SMEs to maximize the benefits of social media marketing and achieve sustainable growth. TOE research method has been used and the sample size for this study was determined using Yamane's formula, requiring 380 responses from a total population of 7,608 SMEs in Yangon. 235 SMEs did, however, provide responses because of time limitations. A quantitative method was utilized to collect the data, ensuring a systematic and structured approach. The findings indicate a strong positive relationship between environmental factors and the intention to adopt social media marketing, as well as between organizational factors and the intention to adopt social media marketing. In contrast, there is no significant relationship between technological factors and the intention to adopt social media marketing. In order to improve the intention to adopt social media for SME’s owners in currently and in the future, top management of enterprise should support and take part in social media projects directly. Their support can enable the clear priorities and the allocation of required resources. And they should provide staff members current social media trends, tools, and best practices continuously. This helps them to become more confident in handling social media accounts and improve their abilities. The enterprise should review competitors' social media operations often to learn about their performance and approach. Point up their areas of strength and weakness. They should ensure that the company is actively present on social media so consumers may communicate, ask questions, and offer comments.

Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024