Business Performance and Social Media Adoption- An Influence Check by using PLS-SEM

This study examines how Indian service-oriented enterprises utilize social media differently and how it impacts their profitability. Quantitative research uses online forms to collect data. It was done this way. Individual-level structural equation modeling (PLS-SEM) was used to test the hypothesis on the acquired data. The study suggests that how firms utilize social media applications may affect their performance compared to other ways. The study's findings can help social media-using businesses function more smoothly. Business operations can be improved using this knowledge.