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This study examined how small business practitioners (SBPs\u2019) perceptions, trust and adoption intention levels for social media, as well as the relationships among these variables, changed before and during the crisis based on the integration of the contingency theory and the diffusion of innovation theory (DIT).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Online surveys were conducted with USA SBPs before (<jats:italic>n<\/jats:italic>\u00a0=\u00a0175) and during (<jats:italic>n<\/jats:italic>\u00a0=\u00a0225) the recent pandemic. The hypotheses were tested using structural equation modeling (SEM), multivariate analysis of variance (MANOVA) and multiple-group SEM analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results confirmed significant sequential positive relationships between SBPs\u2019 perceived external pressure and perceived benefits of adopting social media, which in turn led to their trust in and then adoption intentions for social media. Further, the comparisons between the pre- and in-pandemic samples revealed that SBPs\u2019 perceptions and adoption intentions all became significantly higher during (vs before) the pandemic, but the structural relationships among these variables weakened during the pandemic.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study uses a novel approach to integrate the contingency theory with the DIT to propose small businesses' perceptions, trust and adoption intentions for social media during the innovation decision process under rapid contingency changes. Our findings also offer practical implications including recommendations for small businesses\u2019 innovation management as well as training programs.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-06-2023-0377","type":"journal-article","created":{"date-parts":[[2024,2,2]],"date-time":"2024-02-02T11:28:51Z","timestamp":1706873331000},"page":"1299-1325","source":"Crossref","is-referenced-by-count":5,"title":["Small retail businesses' social media adoption amid a 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