Antecedents of Sustainable SMEs in the Social Media Space: A Partial Least Square-Structural Equation Modeling (PLS-SEM) Approach

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63527358" target="_blank" >RIV/70883521:28120/21:63527358 - isvavai.cz</a>

Result on the web

<a href="https://www.sciendo.com/article/10.2478/mmcks-2021-0003" target="_blank" >https://www.sciendo.com/article/10.2478/mmcks-2021-0003</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/mmcks-2021-0003" target="_blank" >10.2478/mmcks-2021-0003</a>

Result language

angličtina

Original language name

Antecedents of Sustainable SMEs in the Social Media Space: A Partial Least Square-Structural Equation Modeling (PLS-SEM) Approach

Original language description

Social media has become explosive, permeating every sphere of the socio-cultural lives of individuals and businesses, and causing nations to technologically evolve. The dramatic growth in the adoption and use of social media has become beneficial to Small and Medium Enterprises (SMEs), significantly contributing to resolving a nagging challenge of effectively advertising their goods and services. Consequently, SMEs can achieve business growth and sustainability through increased adoption and harnessing the opportunities provided through the use of social media. The COVID-19 pandemic has provided an impetus for both consumers and SME businesses to leverage interaction through social media, which may lead to business growth. This research thus sets out to identify how social media contributes to the growth of SMEs within a developing country context. To accomplish this objective, primary data was collected from SMEs in the hospitality industry across the sixteen administrative regions of Ghana using survey and simple random sampling techniques. Questionnaires were distributed to the managerial staff of each randomly selected survey participant. Out of the 900 questionnaires distributed, 718 were filled correctly for the data analysis. The researchers quantitatively analyzed the responses using Partial Least Square-Structural Equation Modeling(PLS-SEM) statistical software ADANCO 2.0 version. The results indicated that Small and Medium Enterprises are capable of using social media for customer attraction, business marketing strategy, communication channel and increased financial performance.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50201 - Economic Theory

Project

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Continuities

S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Management and Marketing

ISSN

1842-0206

e-ISSN

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Volume of the periodical

16

Issue of the periodical within the volume

1

Country of publishing house

RO - ROMANIA

Number of pages

21

Pages from-to

26-46

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85105247597