This article examines how small and medium enterprises (SMEs) in Johannesburg, South Africa use and integrate social media and asks whether the pattern of use indicates a simple access problem or a deeper strategic digital divide. Drawing on the quantitative phase of a sequential explanatory mixed-methods study, the analysis uses 814 valid SME responses and is interpreted alongside qualitative evidence from 18 owner-managers. The findings show a highly concentrated platform ecology: WhatsApp was used by 89.2% of respondents, followed by Facebook (56.3%), X (52.1%) and Instagram (46.4%). Use was predominantly outward-facing, with advertising and promotion reported by 78.3% of respondents, information sharing/search by 66.1%, and market research by 61.2%. At the same time, 63.2% of non-adopters reported no intention to adopt social media. The qualitative evidence indicates that non-adoption was not adequately explained by ignorance of digital platforms; rather, owner-managers questioned relevance, compatibility with localized business models, and the opportunity cost of sustained digital engagement. The article argues that SME digital policy should move beyond generic connectivity and platform-awareness interventions toward differentiated capability building, platform fit, and adoption-relevance interventions. The contribution is a context-sensitive account of strategic digital exclusion in a developing-economy SME ecosystem.

Thabani Ndlovu, Patience Nalavwe, Patrick Lombe Ndalama,"What Drives Social Media Adoption in Resource-Constrained SMEs?" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(5): Page(714-720) September - October 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.