Social media adoption in smes sustainability: evidence from an emerging economy

Amoah, John; Bruce, Emmanuel; Zhao, Shukai; Egala, Sulemana Bankuoru; Kwarteng, Kofi

doi:10.1080/23311975.2023.2183573

Cited by 13 publications

(3 citation statements)

References 149 publications

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“…influencers have a broad reach on today's popular social media platforms (Lee et al, 2021;Erwin et al, 2023c). By using relevant influencers for the target market, MSEs can expand their visibility effectively (Tanwar et al, 2022;Ooi et al, 2023;Amoah et al, 2023). Influencers build trust among their followers, potentially turning followers into loyal buyers and consumers, thereby increasing sales and profits for MSEs (Godey et al, 2016;Tap Influence, 2017;Ki & Kim, 2019).…”

Section: Hypothesismentioning

confidence: 99%

Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?

Erwin,

Maupa,

Jilbert

et al. 2024

RGSA

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Objective: This research aims to analyze the influence of social media trends, namely the use of viral marketing campaigns and social media influencers, in improving the marketing performance of MSEs by mediating co-creation-building power. Co-creation building power was built as an active response from MSEs to increase co-creation on their social media. Method: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Results and Discussion: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Originality/Value: This research analyzes social media trends in MSE marketing based on existing phenomena with the main objective of this research is to analyze the influence of using viral campaigns and influencers on social media on the marketing performance of MSEs through co-creation-building power.

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Section: Hypothesismentioning

confidence: 99%

Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?

Erwin,

Maupa,

Jilbert

et al. 2024

RGSA

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“…This means that four months were used in soliciting the needed information/data. Furthermore, it is important to note that the cross-sectional research design was used in the data-gathering process because data were processed and analyzed just once, as opposed to the longitudinal research design approach (Amoah et al, 2023). The cross-sectional data approach was also adopted because of its importance, including its ability to prove or refute hypotheses without being expensive or time-consuming, as well as its ability to analyze a variety of findings and results to develop new theories, studies, or in-depth research.…”

Section: Customer Satisfactionmentioning

confidence: 99%

Evaluating the Impact of Marketing Communication Mix on Customer Satisfaction: The Mediating Role of Service Quality Delivery

Sobre Frimpong,

Kweku Hope,

Obeng Acheampong

et al. 2023

IJEK

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Customers are important stakeholders in the financial industry, and therefore management must place a high priority on their satisfaction. In this paper, we investigated the impact of marketing communication mix on customer satisfaction being mediated by service quality within the financial industry. Data was drawn from marketing and sales managers of financial institutions, non-financial institutions, and microfinance companies. A sample of 372 marketing and sales managers participated in this study from financial, non-financial, and microfinance institutions across the three business regions in Ghana. The study deployed the quantitative approach to achieve the objective set. Partial Least Square-Structural Equational Modeling version 3.3 was adopted in this study to analyze the data and its processing. Out of the eleven hypotheses formulated, seven of them were significant, while four were insignificant. According to the findings, firms with greater levels of marketing communication mix should employ this performance metric to attract and achieve high-quality customer satisfaction because customer satisfaction is critical to a company's success. To management, it set a ground for them as superintendents of businesses to tailor-make their products in line with the customers’ preferences and satisfaction. The limitations and future research directions are equally presented in the paper.

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“…Social media adoption enlarges the reach of Small and Medium-sized Enterprises (SMEs). These enterprises, which form the backbone of many economies, have significantly improved operational efficiency, customer engagement, and market penetration due to technology adoption (Amoah et al, 2023;Bruce et al, 2022;Vrontis et al, 2022). The linkage between SM and enhanced SME performance is increasingly becoming a focal area of research, given the ubiquity of digital platforms and their potential to level the playing field for smaller businesses against larger counterparts (Domma & Errico, 2023).…”

Section: Introductionmentioning

confidence: 99%

Assessing Depth of Social Media Presence on Financial Performance of SMEs: Evidence from Syrian SMEs. A Panel Fixed Effect Analysis

Daood,

Wang,

Oppong

2024

AJIBM

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This study examines the impact of social media adoption on the financial performance of small and medium-sized enterprises (SMEs) in Syria. Using data from 2010 to 2022 covering 40 registered SMEs under the Ministry of Trade, we employ a Panel Fixed Effect model to analyse the relationship between depth of social media usage and firm financial performance metrics such as profit growth, return on equity growth, and return on assets growth. Additionally, we utilise robust models, including the panel error correction model, panel dynamic least square regression, method of moment quantile, and difference-in-difference estimation, to ensure the reliability of our estimates. The findings of this study contribute to the growing literature on the impact of social media on SMEs in emerging markets, particularly in the context of Syria.

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Social media adoption in smes sustainability: evidence from an emerging economy

Cited by 13 publications

References 149 publications

Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?

Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?

Evaluating the Impact of Marketing Communication Mix on Customer Satisfaction: The Mediating Role of Service Quality Delivery

Assessing Depth of Social Media Presence on Financial Performance of SMEs: Evidence from Syrian SMEs. A Panel Fixed Effect Analysis

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