Micro, small, and medium-sized enterprises (MSMEs) are an important source of employment and a means of livelihood in low and middle-income countries. They are also effective in reducing poverty. The use of technology in digital marketing has become a mandatory requirement for businesses to adapt to current trends and maintain market share. This study aimed to determine the factors MSMEs adopt in social media marketing in economic sectors that generate wealth, such as commerce, manufacturing, and services. This was achieved through technological adoption using the Technology Acceptance Model (TAM) (PDU and PFDU) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) (FC, Cost). The study employed a non-experimental, cross-sectional design and surveyed a representative sample of 265 companies from the business sectors in Tungurahua, Ecuador. The results were analyzed using structural equation modeling with Smart PLS. The findings indicate a positive relationship between perceived usefulness and compatibility with the adoption of social media marketing in MSMEs. Contrary to the findings on facilitating conditions, cost and perceived ease of use do not significantly impact. This is particularly true when companies need more resources and rely mainly on empirical applications.