Abstract

Globally innovation adoption is considered a significant element of organizational success and this phenomenon needs researchers and regulators emphasis Therefore the current research examines Marx s conception of society happiness and post-Covid traumatic recovery on the resistance to innovation in small and medium-sized enterprises SME in China The present research also analyzes the moderating role of social norms among Marx s conception society happiness post-Covid traumatic recovery and resistance to innovation in SMEs in China The article has applied the questionnaires method to collect the primary data from the chosen respondents The research also applied the smart-PLS to analyze the primary data using measurement and structural assessment models The results indicated that Marx s conception society happiness and post-Covid traumatic recovery have a positive nexus with resistance to innovation in SMEs in China The results also revealed that the social norms significantly moderate among Marx s conception society happiness post-Covid traumatic recovery and resistance to innovation in SMEs in China This article guides the policymakers in formulating policies regarding the innovation adoption that could enhance the firm performance