This study explores how small and medium-sized enterprises (SMEs) in the pet food manufacturing industry adopt LinkedIn for business-to-business (B2B) Communication and brand engagement.

Employing a mixed-methods approach, the research integrates four months of quantitative LinkedIn post-level data from ten companies with qualitative insights from two semi-structured expert interviews representing active and inactive LinkedIn users. Framed by the Technology Acceptance Model (TAM), the study evaluates factors influencing SMEs' perceived usefulness and ease of use of LinkedIn.

The findings reveal key adoption challenges for SMEs, particularly resource constraints and limited digital expertise. Conversely, significant opportunities for optimising LinkedIn usage were identified to enhance visibility, credibility, and professional networking effectiveness within niche markets. This research contributes significantly to understanding social media adoption among SMEs and provides actionable recommendations to guide resource-constrained enterprises in effectively integrating LinkedIn into their digital communication strategies.