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.

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 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>

scholarly journals A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

2021 ◽  
Vol 3 (9) ◽  
pp. 265-276
Author(s):  
Hedwika Avila Diva Putri Kuncoro ◽  
Nurrani Kusumawati
Keyword(s):  
Social Media ◽  
Sleep Disturbances ◽  
Quantitative Methods ◽  
Consumer Preferences ◽  
Positive Impact ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

scholarly journals Impact of Technology Adoption and Its Utilization on SMEs in Ghana

2019 ◽  
Vol 2 (2) ◽  
pp. 1-13
Author(s):  
Afenya Millicent Selase ◽  
Aphu Elvis Selase ◽  
Abdul-Rahaman Ayishetu ◽  
Asime Dede Comfort ◽  
Amezado Stanley ◽  
...  
Keyword(s):  
Technology Adoption ◽  
Technology Acceptance ◽  
Small And Medium Enterprises ◽  
Market Performance ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Internet Technology ◽  
Primary Data ◽  
Technology Usage ◽  
Medium Enterprises

The study used a quantitative approach to identify technology adoption and its utilization effect on market performance of small and medium enterprises in Ghana, La-Nkwantanang municipality. The study combined the construct Of Technology Acceptance Model and Innovation Diffusion Theory to identify some factors which influence small and medium enterprises to adopt and use internet technology. Furthermore, the study examined some factors which also hinder the adoption and utilization of internet technology among small and medium enterprises. Finally, the study determined the relationship between in internet technology usage among small and medium enterprise and market performance. A sample size taken by the researchers was 100 from the small and medium enterprises in Madina La-Nkwatanang municipality. The researchers used structured questionnaires to gather primary data which was analyzed using smart PLS and SPSS and the following results were obtained perceived ease of use, perceived usefulness of internet technology, compatibility and cost effectiveness are some of the factors that influence the adoption and utilization of internet technology, however, there is a positive relationship between internet technology usage and market performance.

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 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 Mapping of Indonesian Consumer Behavior on Social Media - Netnography Study of Online Shopping Behavior on Social Media for Improving MSME in Indonesia

2017 ◽  
Vol 2 (4) ◽  
pp. 312
Author(s):  
Glorya Agustiningsih ◽  
Wiratri Anindhita ◽  
Melisa Arisanty
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Small And Medium Enterprises ◽  
Shopping Behavior ◽  
Primary Data ◽  
Information And Communication ◽  
Online Consumer ◽  
Online Shopping Behavior ◽  
Medium Enterprises ◽  
Consumer Model

Usaha Mikro, Kecil, dan Menengah/MSME (Micro, Small, and Medium Enterprises, thereafter called MSMEs) is one of the business sectors playing significant roles in the economic growth of Indonesia. The increase of MSMEs pushes the State Minister for Cooperatives, and Small and Medium Enterprises (SME) to encourage MSME performance by enhancing their quality. One attempt taken is to apply information and communication technology, especially social media, to promote the products. In reality, many MSMEs lack sufficient understanding of social media usage in business.  As a result, many MSMEs have difficulties identifying online media consumer behavior in developing their marketing strategies.  This researchattempts to map consumer behavior in social mediaand explores how MSMEs can capitalize on the marketing powers of social media. This research uses a netnography method for mapping online consumer behaviour. Primary data are collected from observations of online interaction between consumers and sellers (MSMEs). The results are analyzed using Philip Kotler’s Consumer Behavior Model and Kozinet’s Online Consumer model. 

scholarly journals MODELLING SMEs’ BEHAVIORAL INTENTION TO ADOPT ISLAMIC CROWDFUNDING-SMALL AND MEDIUM ENTERPRISES (ICSMEs) MODEL AS A SOURCE OF FINANCING IN MALAYSIA

2019 ◽  
Vol 4 (2) ◽  
pp. 293-310
Author(s):  
Mohamed Asmy Bin Mohd Thas Thaker
Keyword(s):  
Technology Acceptance ◽  
Behavioral Intention ◽  
Financial Services ◽  
Positive Impact ◽  
Small And Medium Enterprises ◽  
Perceived Usefulness ◽  
Primary Data ◽  
Intention To Adopt ◽  
Acceptance Model ◽  
Medium Enterprises

The present study has proposed Islamic Crowdfunding-Small and Medium Enterprises (ICSMEs) model to assist SMEs in meeting their need to access external financial services in Malaysia. Upon the proposed model, this study examines the behavioural intention of SMEs to use ICSMEs model. The primary data are collected from the survey administered to SMEs in the Klang Valley (n=250) and the analysis is conducted using Partial Least Squares (SmartPLS). Furthermore, the model has been validated its acceptance in the field by adopting the Technology Acceptance Model (TAM). This study has revealed that both the perceived usefulness and perceived easy to use are found to have a positive impact on the behavioral intention of SMEs to use ICSMEs model, which later assist them to access to financial services in Malaysia. Furthermore, perceived easy to use has a positive relationship and direct effect with perceived usefulness of SMEs to use the ICSMEs model. The findings of this study can be used to develop a specific framework in which to examine other components of using the ICSMEs model’s behavior and to plan appropriate intervention strategies to increase financial accessibility by SMEs.

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