Abstract:
The adoption of technology and social media marketing has been rejoined by the business due to
massive restriction policy imposed by the government due to the pandemic (COVID-19). The
purpose of this research is to elaborate on issues that affect social media marketing, business
sustainability, and technology adoption. Partial Least Squares Structural Equation Modeling with
a quantitative approach was involved in this study to increase the understanding. A total sample of
120 members of 62 registered and functioning cooperative societies (SACCOS) in Moshi
Municipality with 12,722 members were interviewed. Questionnaires were constructed to gain
access to the small and medium-scale businesses that are members of SACCOS. The research
indicates that Cost, perceived usefulness of affordable and accessible microfinance services, and
perceived ease of use influence the adoption of Internet/ e-business technology. It also connects
social media marketing, internet/e-business technology, and SMEs sustainability. The SMEs are
unable to implement the adoption of social media marketing due to cost. The adoption of
internet/e-business technology and social media marketing explain the relationship between
variables. Findings of sustainability of the SMEs in Tanzania during the COVID-19 era reveal that
there is a positive significant relationship between perceived usefulness of affordable and
accessible microfinance services and sustainability of SMEs (6=0.089 t-2.248, p=0.025).
