Social Media Adoption in Bangladeshi SMEs: usage patterns, challenges, and benefits

Abstract

In developing economies, social media has become an important part of marketing. However, its use among Small and Medium Enterprises (SMEs) in Bangladesh is still inconsistent and often lacks proper planning. This thesis examines how Bangladeshi SMEs use social media platforms, the benefits they obtain, and the factors that limit effective use. Using a qualitative secondary research design based on the Technology Acceptance Model (TAM) and the Resource-Based View (RBV), the study reviews and synthesizes findings from twenty academics, industry, and practitioner sources. Through thematic analysis, it identifies current trends in platform choice, posting behavior, content strategy, perceived outcomes, and barriers to long-term and strategic adoption. The findings show that social media use is quite fragmented. Most SMEs begin with Facebook and then slowly expand to Instagram, WhatsApp, and short-form video platforms. Insights from the AIDA model and Engagement Theory indicate that the main benefits include increased visibility, better customer interaction, and more cost-effective promotion. However, limited preparation and weak resource capabilities prevent SMEs from achieving stronger performance improvements through social media. Overall, the thesis provides a clear analysis of how perceived benefits, resource challenges, and contextual factors influence social media marketing adoption among Bangladeshi SMEs. It concludes with evidence-based recommendations for SME owners, policymakers, and industry trainers to build digital skills and support more organized, sustainable, and effective social media marketing practices.