Indian Micro, Small and Medium Enterprises (henceforth called MSME) have emerged as one of the fastest growing and dynamic sectors in the Indian economy. MSME sector is the backbone of Indian economy. The emergence of social media gave a new dimension to the way MSMEs operate their business especially in the marketing of their products and services. Few MSMEs have embraced this new medium, but still there is a majority who are yet to adopt. These MSMEs are classified as micro, small and medium based on their investment in their business. The purpose of this paper is to understand whether there is any influence of MSME classification on the antecedents of social media usage like interactivity, compatibility, cost-effectiveness and perceived usefulness. The study investigated the perceived impact of the antecedents on the usage of social media among the MSME owners. It is essential to study the factors that are influencing and driving social media as a promotional tool among the MSME owners and the significant role social media is going to play while planning their overall marketing strategy.
