New media technologies and small and medium enterprises: evidence from the COVID-19 period

Bharti Pandya, Shreesha Mairaru, Asma Buhannad and Leena Daroo

International Journal of Entrepreneurship and Small Business, 2025, vol. 54, issue 3, 403-422

Abstract: COVID-19 has disrupted the status quo affecting the sustainability and survivability of small and medium enterprises (SMEs). SMEs are the backbone of UAE's economy representing 94% of companies and employing around 86% of the workforce. During COVID-19 SMEs have reinvented their strategies to recover from their unexpected and unimaginable losses and have embraced new media technologies. The heterogeneity of strategies and tactics adopted by SMEs (of UAE) needs a systematic investigation to understand how they leveraged new media to re-invent themselves to recover from the pandemic. The research aims to understand the key challenges faced by Emirati-owned SMEs to engage various stakeholders during COVID-19 and to examine the role played by new media technologies to sustain the business. This phenomenological study presents the strategies adopted by SMEs using new media technologies during COVID. The results of this research will benefit SME entrepreneurs, policymakers, business strategists, scholars, and new media providers.

Keywords: new media technologies; sustainability; strategies; challenges; COVID-19; small and medium enterprises; SMEs; new media; NMTs. (search for similar items in EconPapers)
Date: 2025
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