<![CDATA[This research explores the key factors that affect cloud computing adoption by small and medium-sized enterprises (SMEs) in Multan, Pakistan, a region underrepresented in existing research. Drawing on the frameworks of UTAUT and TAM this study examines the roles of perceived usefulness, perceived ease of use, social influence, and facilitating conditions in shaping SMEs' cloud adoption behavior. The study gathered responses from 274 decision-makers within SMEs and employed Structural Equation Modeling (SEM) through the Smart-PLS 4 tool to analyze the data. The findings highlight that perceived usefulness, ease of use, and social influence significantly affect both attitudes and behaviors towards cloud computing adoption. Additionally, attitude plays a crucial mediating role in these relationships. The findings of this study enhance current understanding by shedding light on cloud adoption in emerging markets and offers practical recommendations for stakeholders, including policymakers and service providers to foster cloud adoption among SMEs in similar contexts.]]>
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