scholarly journals Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110066
Author(s):  
Sunday C. Eze ◽  
Vera C. A. Chinedu-Eze ◽  
Hart O. Awa
Keyword(s):  
Social Media ◽  
Success Factors ◽  
Developing Economies ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Western World ◽  
Treatment Technique ◽  
Snowball Sampling ◽  
Marketing Technology ◽  
Medium Enterprises

In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative, involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques. However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who would rely on the extended framework to get audiences continually satisfied.

scholarly journals Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

2020 ◽  
Vol 14 (16) ◽  
pp. 150
Author(s):  
Torboon Puangmaha ◽  
Tatri Taiphapoon ◽  
Pakpachong Vadhanasindhu ◽  
Sukree Sinthupinyo
Keyword(s):  
Social Media ◽  
Design Thinking ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Design And Technology ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Application Development ◽  
Medium Enterprises ◽  
Industry Professionals

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

Some antecedent factors that shape SMEs adoption of social media marketing applications: a hybrid approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunday C. Eze ◽  
Vera C. Chinedu-Eze ◽  
Adenike O. Bello
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Technology Adoption ◽  
Hybrid Approach ◽  
Social Media Marketing ◽  
Comparative Approach ◽  
Western World ◽  
Content Type ◽  
Marketing Technology ◽  
Toe Framework

Purpose Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large organizations while others have constantly extrapolated the findings obtained in the Western world as if small and medium enterprises (SMEs) have the same structure, managerial capabilities, and operate in the same way. This has hindered the development of an integrated framework aimed at unravelling the factors shaping the adoption of social media marketing applications in SMEs in Nigeria. The paper, therefore, aims to explore some antecedent factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria. Design/methodology/approach The study deployed a qualitative approach with the use of unstructured and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria directories and analysed by using a hybrid method of thematic analysis. Findings The study developed an extended technology–organization–environment framework (TOE) framework that incorporated the communication context, which aids in identifying 11 key success factors shaping SMEs adoption of social media marketing technology in Nigeria. The findings associated with the extended TOE framework show that they have an impact on social media marketing technology adoption in SMEs. Research limitations/implications Because the researchers adopted the qualitative method, the findings may lead to some bias in the analysis of the data which may limit the insights into the key factors shaping the adoption of social media marketing technology adoption. Future studies may adopt a mixed-method approach or a comparative approach to confirm the finding and to better understand the critical factors linked to the framework. Although it is believed the with the use of thematic data analysis, the results are well associated with the structure; however, the structure has limitations. Drawing from the data analysis, the factors are limited. Other factors which may positively influence social media marketing adoption in SMEs. Hence, further studies are needed in this area in a bid to explore these factors by using different research appraoches. Originality/value The study has enriched the existing TOE framework and provided insights into the dominant issue faced by SMEs in adopting social media marketing technology, provided an analytical dimension, reliable explanation of these finding and tool for evaluating some of the challenges faced by SMEs in the adoption of social media marketing technology.

scholarly journals Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

scholarly journals Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator

SAGE Open ◽  
2022 ◽  
Vol 12 (1) ◽  
pp. 215824402110672
Author(s):  
Ghazanfar Ali Abbasi ◽  
Noor Fareen Abdul Rahim ◽  
Hongyan Wu ◽  
Mohammad Iranmanesh ◽  
Benjamin Ng Chee Keong
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Relative Advantage ◽  
Management Support ◽  
Competitive Industry ◽  
Industry Competition ◽  
Artificial Neural Network Ann ◽  
Medium Enterprises ◽  
Stage Analysis

In light of the growing role of social media marketing in the success of businesses and its low adoption rate among small and medium enterprises (SMEs), this study aims to identify determinants of SMEs’ social media marketing adoption by considering the competitive industry as a moderator. Data were collected from 214 SMEs in Malaysia. Unlike extant literature, this study proposed a dual-stage analysis involving partial least squares (PLS) technique and artificial intelligence named deep artificial neural network (ANN). The application of deep ANN architecture is used to predict 91% of accuracy for the proposed model. The results showed that perceived relative advantage, perceived cost, top management support, perceived competitor pressure, and perceived vendor pressure have a significant impact on social media marketing adoption. Furthermore, the competitive industry moderates the effects of competitive pressure and customer pressure on social media marketing adoption. The results of the study extend the literature on social media marketing by illustrating the influence of technological, organizational, and environmental (TOE) factors on social media marketing adoption among SMEs concerning the extent of industry competition. The results of the study enable policymakers and managers of SMEs to understand the factors that influence social media marketing adoption in both competitive and non-competitive industries and invest effectively in digital marketing.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

scholarly journals THE STRATEGY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN UPGRADING SOCIAL MEDIA MARKETING TO CONTENT MARKETING

2020 ◽  
Vol 10 (1) ◽  
pp. 15-34
Author(s):  
Gunardi Gunardi ◽  
Ratih Hurriyati ◽  
Puspo Dewi Dirgantari
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
The Internet ◽  
Marketing Campaign ◽  
Use Of The Internet ◽  
Use Of Social Media ◽  
Medium Businesses ◽  
Medium Enterprises ◽  
Content Marketing

The era of the internet is moving and developing very fast. The use of social media that had only been used to communicate and socialize turned into a marketing campaign tool. On the other hand, the use of the internet to develop content can also be used as a marketing campaign tool and is known as content marketing. It will be seen how social media marketing is also related to content marketing. The resulting conclusions show how content marketing will complement social media marketing so that it can be used for the development of small and medium businesses.

scholarly journals The Effect of Social Media Marketing on Sales Growth of Small and Medium Enterprises in the Fashion Industry in Nairobi County, Kenya

2021 ◽  
Vol 3 (2) ◽  
pp. 62-71
Author(s):  
Armstrong Maelo Mulunda ◽  
Mary Mukabi ◽  
Racheal Macharia
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Consumer Preferences ◽  
Small And Medium Enterprises ◽  
Marketing Channels ◽  
Social Media Marketing ◽  
Primary Data ◽  
Sales Growth ◽  
Fashion Industry ◽  
Medium Enterprises

Small and medium enterprises in the various sectors of the Kenyan economy have been adopting social media marketing to steer their marketing objectives. The fashion enterprises have not been left behind in adopting and engaging their customers through the social media marketing channels. The traditional channels of marketing that include television, radio and billboard marketing are perceived to be more expensive compared to social media marketing channels, and thus has led to more enterprises switching to social media marketing. However, the local enterprises in the fashion industry still face stiff competition from cheap imported second-hand fashion products from other countries. The local fashion designers also face stiff competition from well-established global fashion brands that have penetrated the Kenyan market. High cost of capital and limited access to financing has also been a major challenge for the fashion enterprises and has led to many of them lacking sufficient resources to implement their marketing objectives. Furthermore, the fashion industry is very dynamic and there exists the challenge posed by the ever-changing consumer preferences in relation to the fashion trends. Lack of market readiness has led to poor performance of the fashion enterprises. The study sought to establish the effect of social media marketing on sales growth of small and medium enterprises in the fashion industry in Nairobi County. The study was anchored on two theories that include Technology Acceptance Model and Social Network Theory that related to the variables under study. The research used descriptive cross-sectional design with the target population comprising of the 210 fashion SMEs in Nairobi County dealing in fashion accessories, bodywear and footwear. The study used a census technique, where all the 210 listed fashion enterprises were studied. Primary data was collected through structured questionnaires. Data analysis was done using the Statistical Package for Social Science Software (S.P.S.S) version 25. Regression analysis was performed to test the hypotheses of the study. The study established that Social media marketing had a positive significant effect on sales growth of small and medium enterprises in the fashion industry in Nairobi County. The study recommends that the fashion enterprises adopt effective social media marketing tools to steer their marketing campaigns and improve sales performance. Furthermore, the marketing strategies adopted should be optimized and enhanced to improve customer service and customer interaction with the fashion enterprises. Through social media adoption, the enterprises ought to share relevant and up-to-date content on their social media platforms to target their customers so as to accrue its benefits that include low costs of adoption and improved interaction between the customers and the fashion enterprises.

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