Social media are widely acknowledged as having enabled many recent social, economic, and political transformations. These media, which include Facebook, Instragram, YouTube, Second Life, and Twitter, have become established as essential for achieving commercial advantages. Concurrent with the rise of social media, has come a growing appreciation of the role of micro enterprises (MEs), which are viewed as pivotal to the economies of many countries, particularly in the Emerging Markets (BEM) economies. MEs represent the largest proportion of companies in the majority of BEM economies and play an important role because of their flexibility, substantial employment, capacity to generate income, and their ability to innovate. Many more optimistic researchers have heralded social media as a potential equalizer for MEs that has the potential to empower small organizations to effectively compete with their larger counterparts. Given their widespread use and low cost of adoption, social media can be a potential solution to overcome the drawbacks many MEs encounter in conducting business, especially their limited human resources, scarce financial resources, and basic IT infrastructure. Although research on social media in Small and Medium Enterprise (SMEs) has deservedly attracted attention, research pertaining to social media adoption among MEs, is still in its infancy, especially in BEM. This is the primary motivator for this research. The research question is What factors influence the adoption and success on the use of social media in consumer to consumer (C2C) platforms, particularly from socio-cultural perspective? This study will benefit to Qatar in several ways. The results of this study will inform relevant Qatar government authorities such as QSTP and QBIC to promote social commerce strategic framework for MEs and startups in Qatar. Initial discussions and collaboration on this topic were undertaken with key stakeholders at Qatar and QSTP. The study is viewed as a pilot study for applying external fundings such as NPRP in the future.