This study examined social media’s role in various levels of research, development, and performance within enterprises in Kuwait. The research incorporated four inductive case analyses in various sectors. The case studies epitomize the supply chain of Kuwaiti enterprises, including small and medium-sized enterprises (SMEs). Media richness theory and social exchange effectuation theory were utilized to create an effective theory and a theoretical framework. This study collected data via a questionnaire completed by 100 managers employed by Kuwaiti SMEs specialized in the food sector and interviews with eight managers. Numerical data were analyzed via SPSS software, while textual data were analyzed by applying thematic analysis. The results of this study suggest that Kuwaiti companies should adopt social media platforms and other novel, innovative outlets to publicize their organizations and maximize performance. Social media richness and openness tend to determine the supplier selection process in most Kuwaiti enterprises, leading to positive transactional and social impacts on entrepreneurship.

中文翻译：

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社交媒体在科威特食品行业企业创新和绩效中的作用

本研究考察了社交媒体在科威特企业内部各个层面的研究、开发和绩效中的作用。该研究结合了各个部门的四个归纳案例分析。案例研究集中体现了科威特企业的供应链，包括中小企业 (SME)。媒体丰富性理论和社会交换效应理论被用来创建一个有效的理论和理论框架。本研究通过一份问卷收集数据，该问卷由科威特 SME 雇用的 100 名专门从事食品行业的经理完成，并与八名经理进行了访谈。数值数据采用SPSS软件进行分析，文本数据采用专题分析法进行分析。这项研究的结果表明，科威特公司应该采用社交媒体平台和其他新颖的、创新的渠道来宣传他们的组织并最大限度地提高绩效。社交媒体的丰富性和开放性往往决定了大多数科威特企业的供应商选择过程，从而对创业产生积极的交易和社会影响。