Small- and Medium-sized Enterprises’ Engagement with Social Media for Corporate Communication

Oni, Oluwasola

doi:10.1108/978-1-80071-264-520211013

Cited by 11 publications

(13 citation statements)

References 38 publications

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“…The literature establishes that social media provides a ready and inexpensive tool that SMEs can deploy to communicate with customers as well as for internal communication and collaboration. Oni ( 2021 ) suggests that Web 2.0 technologies and associated social media applications, including social network sites, microblogging, and similar technologies, improve communication and collaboration among employees and customers. Polat and Yarimoglu ( 2018 ) interviewed 30 Turkish SMEs to determine their main promotional activities and how they conducted their activities.…”

Section: Literature Review and Theorymentioning

confidence: 99%

Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs

2022

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Drawing on the Diffusion of Innovation Theory, this study explores how emerging digital communication technologies (EDCT) affected SMEs’ resilience during the COVID-19 pandemic. We employed an inductive and qualitative approach to investigate 42 SME operators in a weak institutional developing country—Nigeria. Our findings show that EDCT played a critical role in activating SMEs’ resilience during the crisis through four drivers: facilitating connections and bonding with staff, clients, and suppliers; enabling collaborations; activating process diversification; and enhancing supply chain flexibility. Furthermore, we highlight the distinct ability of Nigerian SMEs to buffer themselves against misinformation arising from the use of EDCT. This study sheds light on an EDCT Diffusion Model for resilience.

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Section: Literature Review and Theorymentioning

confidence: 99%

Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs

2022

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“…According to information acquired from the Nigerian Bureau of Statistics, the contributions made by Nigerian small and medium-sized firms in the last five years amount to around 48% of GDP. They number around 17.4 million people and account for roughly half of the national GDP [13]. Approximately 90% of manufacturing jobs are available.…”

Section: Introductionmentioning

confidence: 99%

Total Quality Management and Small and Medium-Sized Enterprises’ (SMEs) Performance: Mediating Role of Innovation Speed

2022

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This study focuses on investigating the role of innovation speed in mediating the relationship between total quality management and small and medium-sized enterprise performance. Cross-sectional data from 484 Nigerian small and medium-sized manufacturing enterprises were collected using judgmental sampling, which was targeted at the owners and managers of small-scale manufacturing enterprises within Nigeria. The obtained data were evaluated using both descriptive and inferential statistical techniques. Hence, the heuristic model for the relationship was subjected to a string of tests using the partial least squares structural equation modeling technique. The results show that total quality management is positively related to operational performance as well as innovation speed, which has a substantial influence on the nexus between total quality management (TQM) and small and medium-sized enterprises’ (SME) performance. The study expands the understanding of innovation, regarding speed and its measures within total quality management, where the five basic dimensions of total quality management are top management quality practices, employee quality management, customer orientation, process management, and employee knowledge and training. Furthermore, the model contributes to the scarce literature on the mediating factors needed to boost the operational performance of small-scale manufacturing firms.

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“…Ogbo et al (2019) reported that government support was critical for promoting Facebook adoption among Nigerian SMEs. Moreover,Oni (2021) recently confirmed the positive influence of government support on Nigerian SME social media adoption. It is anticipated that active government support can increase the probability of Facebook adoption by Nigerian servicebased SMEs.…”

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confidence: 66%

“…For example, Abubakar et al (2017) reported that relative advantage was an important determinant of social media adoption among women-owned northwestern Nigerian SMEs. Oni (2021) determined that relative advantage was crucial for social media adoption among Nigerian SMEs. Nevertheless, Oyewobi et al (2021) reported a non-significant effect of relative advantage in social media adoption by Nigerian construction firms.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…Facebook enables real-time and interactive communication between SMEs and customers (Ali Qalati et al , 2021). SMEs that adopted Facebook built strong and sustainable connections with their customers (Oni, 2021) and were able to promote their business to customers irrespective of time and geographic location (Odoom et al , 2017). Buwule (2019) has stated that adopting Facebook enables SMEs to collect customer feedback on their products or services and use the information to improve to meet customers’ needs (Odoom et al , 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

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Determinants of Facebook adoption and its impact on service-based small and medium enterprise performance in northwestern Nigeria

Abdullahi

Husin

Baharudin

et al. 2022

JSIT

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Purpose This study aims to examine the determinants of Facebook adoption and its impact on the performance of service-based small and medium enterprises (SMEs) in northwestern Nigeria. The mediating effect of Facebook adoption between the determinants of Facebook adoption and the performance of the SMEs was examined. Design/methodology/approach A comprehensive framework was built using the technology – organisation–environment framework integrated with the resource-based view theory. Data were collected from 165 SME decision-makers using an online survey. The hypothesised relationships were tested using partial least squares structural equation modelling. Findings Facebook adoption exerted a positive impact on the financial and non-financial performance of the SMEs. The important determinants of Facebook adoption were relative advantage, perceived risks, top management support, organisational readiness and government support. The mediating effect of Facebook adoption between these determinants and financial and non-financial performance was confirmed. Research limitations/implications The findings contribute to better insight into the determinants of Facebook adoption and its impact on the financial and non-financial performance of SMEs. The findings can inspire and guide SMEs on adopting Facebook as a marketing strategy to improve performance and reduce failure rates. Originality/value The findings confirm the potential of adopting Facebook for enhancing the performance of SMEs. This is arguably among the first empirical studies to test the mediating effect of Facebook adoption.

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Small- and Medium-sized Enterprises’ Engagement with Social Media for Corporate Communication

Cited by 11 publications

References 38 publications

Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs

Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs

Total Quality Management and Small and Medium-Sized Enterprises’ (SMEs) Performance: Mediating Role of Innovation Speed

Determinants of Facebook adoption and its impact on service-based small and medium enterprise performance in northwestern Nigeria

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