MahirJibril (PhD)Fasil Ayele2023-12-072023-12-072023-06http://etd.aau.edu.et/handle/123456789/369The aim of this research work is to identify factors that affect social media adoption decision by MSE Leaders in Ethiopia. MSE sector in Ethiopia is the second largest employers next to Agriculture. Despite much support to the sector by the Government among the main problem of these MSEs have are lack of market for their products and services, capital shortage and industry information scarcity. Utilization of Social media for business efficiently may create national as well as international market opportunities, Makes it easy for the MSEs to find investors to solve their capital problems and they can easily get industry and product information and share theirs easily. Therefore, Adoption of social Media by the SMEs can be strategic business decision. The research employed existing technology adoption model to explore the factors that can affect social media adoption decisions. Standard instruments have been used to test three models TOE-TAM integrated model, TAM model and TOE frameworks. The study employed existing model and instruments which are validated through factorization to fit our research context. As a result, TOE Model returned Relative advantage, Observability, Experience and social influence social media adoption decision by SME leaders in Ethiopia. Telegram has been found to be the most popular of social media platform among MSEs as a business platform. The study has assessed the level of utilization of Social media by MSEs in Ethiopiaen-USThesis