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The results showed that social media positively affects the competitive advantage of nascent firms. Sample data of 265 nascent firm managers in the agro-allied sector were collected and analyzed with the aid of Hayes Regression Process Macro. Hence, the paper addressed fundamental issues on nascent firms’ competitiveness through examining the direct and indirect influence of social media usage and technological infrastructure capability, respectively. The clear decreasing survival rate of nascent firms and their inability to compete favorably owing to increasing competition in their internal and external environment was the motivation for this study.
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