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Despite the widespread use of social media globally, SMEs exhibit a below-average adoption rate. This raises critical questions about the reasons behind SMEs' limited engagement with this ubiquitous platform. The primary objective of this research is to explore the factors influencing the utilization of social media by small and medium-sized enterprises (SMEs) and assess its influence on brand awareness and customer engagement in the Jordanian context.

This study utilizes a quantitative research approach to examine SMEs' adoption of social media. Data are collected from 290 SMEs in Jordan through paper-based and online surveys employing purposive sampling. The validity of the proposed model is confirmed using a partial least squares (PLS) approach, specifically employing SmartPLS 4 for analysis.

The results reveal that the examined model successfully captures the dynamics of social media usage among SMEs, shedding light on the significant drivers influencing their decision to use social media in their activities. The findings also underscore the pivotal role of social media usage in SMEs, particularly in enhancing brand awareness and fostering customer engagement within the Jordanian business landscape.

This study significantly contributes to the existing literature by highlighting the practical implications of social media activity, specifically in the context of SMEs. Using the UTAUT2 model to examine the drivers of social media use among SMEs and extend it to assess the broader impact of social media usage on brand awareness and customer engagement adds uniqueness to the study, providing a more nuanced view of social media usage in the SME sector.

The present study focuses on the cost of quality (CoQ) based on which organizations can evaluate their quality-related activities in economic terms. The purpose of the study is to identify the CoQ practical implications as well as to group them into logical themes.

A systematic literature review (SLR) was conducted based on well-known academic publishers, such as Emerald Insight, Elsevier/ScienceDirect, SpringerLink, Taylor & Francis, Wiley and Scopus. Sixty-seven peer-reviewed journal articles in the field of CoQ were collected, which were published between 2010 and 2019. The “affinity diagram” was applied to group the practical implications identified into logical themes.

A plethora of CoQ practical implications were identified and grouped into the following meaningful themes: benefits of CoQ measurement, effects of CoQ, business sectors measuring CoQ, factors influencing CoQ measurement, CoQ elements, future research in CoQ and the role of government.

The limited number of the publishers and keywords used to search for the articles of interest, as well as the subjectivity of grouping the large number of the practical implications into themes are the main limitations of the present study. These limitations constitute the basis upon which future literature review studies can be designed.

The present study by presenting analytically and in summary (through the themes revealed) the CoQ practical implications, provides all the respective available literature in a single study for the benefit of practitioners and academics. Thus, clear and straightforward guidelines are given to practitioners with regard to CoQ issues and academics with regard to research topics of high interest.

No previous SLR study focusing on analyzing the practical implications of CoQ has been published so far.