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Title: The implication of social media marketing on the sustainability of SMEs in Accra Ghana
Authors: Hayford, Amegbe 
Keywords: Social media;Marketing;Small and Medium Enterprises (SMEs);Sustainability
Issue Date: 2023
Social media is a nascent technological tool that impacts organizations today. The impact varies
from large to small organizations and developed and developing country contexts. The present
study advances insight by investigating the implication of social media marketing on small and
medium enterprise (SME) sustainability in Accra, using an exploratory, sequential, mixed
methods strategy. The study commenced with the qualitative phase, interviewing 16 SMEs in
Accra from different industries, as classified by the Ghana Investment and Promotion Council.
The findings from the qualitative phase formed the basis for the quantitative phase, which
surveyed 234 SMEs to participate in the study. The qualitative data were analysed with NVivo,
while SmartPLS was employed for the quantitative data.
Findings from the qualitative and quantitative phases reveal support for organisational and
entrepreneurial factors influencing the adoption decision of SMEs in Accra. However, the study
did not find support for two qualitative phase technological factors (complexity and perceived
cost) and one environmental factor (institutional pressure). Furthermore, support for social
media adoption and financial marketing performance were revealed as non-financial marketing
performance in both study phases, while financial marketing performance was found to also
support environmental and social sustainability. This study's originality lies in the use of a
sequential mixed methods approach, to extend Technology, Organization and Environment
theory in examining marketing performance outcomes and sustainability. Moreover, the
inclusion of an additional factor to test social media adoption among SMEs and developing a
conceptual framework to explore and test these relationships, differentiates this study.
Theoretically, the study contributes to the existing knowledge, demonstrating the factors
influencing SMEs' social media adoption, how this translates into non-financial marketing
performance of SMEs and would lead to their sustainable performance. Based on the overall
findings, the study also develops a conceptual framework that can serve as a foundation upon
which future studies could be conducted. Practically, the findings would also benefit SME
owners/managers on advantages of social media use in their organizations and to develop a
proper implementation strategy. For policymakers who oversee SME activities, this study
would provide the avenue for policy formulation on how SMEs can take advantage of social
media in their organization to enable them to become competitive and remain sustainable.
Submitted in fulfillment of the requirements of the Degree of Doctor of Philosophy in Management Sciences,
Specialising in Marketing, at the Durban University of Technology, Durban, South Africa, 2023
Appears in Collections:Theses and dissertations (Management Sciences)

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