The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.

Entrepreneurial universities can be considered a new topic that needs greater attention. Many researchers believe that universities can and must have a more important cultural and economic impact. This study seeks to develop and analyze entrepreneurial universities profile using entrepreneurial orientations in order to define an integrative process for entrepreneurial universities. This involves identifying dimensions, mechanisms, and steps for entrepreneurial universities as well as establishing a strategy and plans for universities such as Qassim University or the College of Business and Economics (CBE). To achieve this objective, this study adopted a quantitative approach based on a questionnaire. Data was collected from 210 respondents who were practitioners and academics to discover the effect of the influential factors and entrepreneurial university orientation on the entrepreneurship and innovativeness indexes. The collected data was analyzed using AMOS 24- SEM with a moderating effect. The findings revealed that CBE, in line with strategic planning and the importance of entrepreneurship in Vision 2030, tended towards developing an entrepreneurial orientation and inte-grated some good practices for the integrative process for entrepreneurial universities (IPEU). The main contribution of this paper was the identification of a path diagram and adequate practices for achieving entrepreneurial university standards. Overall, the findings explicate the importance of this step in terms of cultural, economic, and social impacts. If the findings of this study are tenaciously implemented, this may help Qassim University move towards a higher level of excellence and competitiveness based on entrepreneurship actions. Entrepreneurial university orientation seems to be important for the development of this process. In other words, to become entrepreneurial we must, in the first step, integrate this new approach to determine how to use resources and factors.