Social media adoption in smes sustainability: evidence from an emerging economy
AbstractSocial media is constantly changing the business landscape across all economic sectors. Given this, small and medium enterprises (SMEs) are leveraging this to give their businesses a new trend. In emerging economies, however, the rate of adoption and integration of social media among small a...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2183573 |
| _version_ | 1797770247554465792 |
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| author | John Amoah Emmanuel Bruce Zhao Shurong Sulemana Bankuoru Egala Kofi Kwarteng |
| author_facet | John Amoah Emmanuel Bruce Zhao Shurong Sulemana Bankuoru Egala Kofi Kwarteng |
| author_sort | John Amoah |
| collection | DOAJ |
| description | AbstractSocial media is constantly changing the business landscape across all economic sectors. Given this, small and medium enterprises (SMEs) are leveraging this to give their businesses a new trend. In emerging economies, however, the rate of adoption and integration of social media among small and medium enterprises appears to have lagged due to a multitude of factors. Drawing on the technology organization and environment (TOE) framework, the purpose of this study was to investigate the factors affecting social media application adoption and their impact on SMEs’ sustainability in Ghana’s context. Data was collected from 430 managers of SMEs in Ghana using a structured questionnaire and analyzed using a PLS-SEM. Findings revealed that cost-effectiveness, customer pressure, employees’ competence, financial resource availability, and leaders’ support positively influence social media adoption, while social media adoption also impacts SME firms’ sustainability. A negative effect was, however, observed for factors like industry pressure, perceived complexity, relative advantage, and perceived compatibility. This study contributes to the rising deployment of social media by businesses to improve their competitiveness. The implications of the research are also discussed. |
| first_indexed | 2024-03-12T21:20:32Z |
| format | Article |
| id | doaj.art-23772ab780284202b705b965355e2a1b |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-12T21:20:32Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-23772ab780284202b705b965355e2a1b2023-07-28T20:55:15ZengTaylor & Francis GroupCogent Business & Management2331-19752023-12-0110110.1080/23311975.2023.2183573Social media adoption in smes sustainability: evidence from an emerging economyJohn Amoah0Emmanuel Bruce1Zhao Shurong2Sulemana Bankuoru Egala3Kofi Kwarteng4Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech RepublicSchool of Management and Economics, University of Electronic Science and Technology of China, Chengdu, Sichuan 611731, ChinaSchool of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu, Sichuan 611731, ChinaSchool of Management and Economics, University of Electronic Science and Technology of China, Chengdu, Sichuan 611731, ChinaDepartment of Marketing and Strategy, Takoradi Technical University, GhanaAbstractSocial media is constantly changing the business landscape across all economic sectors. Given this, small and medium enterprises (SMEs) are leveraging this to give their businesses a new trend. In emerging economies, however, the rate of adoption and integration of social media among small and medium enterprises appears to have lagged due to a multitude of factors. Drawing on the technology organization and environment (TOE) framework, the purpose of this study was to investigate the factors affecting social media application adoption and their impact on SMEs’ sustainability in Ghana’s context. Data was collected from 430 managers of SMEs in Ghana using a structured questionnaire and analyzed using a PLS-SEM. Findings revealed that cost-effectiveness, customer pressure, employees’ competence, financial resource availability, and leaders’ support positively influence social media adoption, while social media adoption also impacts SME firms’ sustainability. A negative effect was, however, observed for factors like industry pressure, perceived complexity, relative advantage, and perceived compatibility. This study contributes to the rising deployment of social media by businesses to improve their competitiveness. The implications of the research are also discussed.https://www.tandfonline.com/doi/10.1080/23311975.2023.2183573Social mediaTechnology adoptionSMESustainabilityTOE |
| spellingShingle | John Amoah Emmanuel Bruce Zhao Shurong Sulemana Bankuoru Egala Kofi Kwarteng Social media adoption in smes sustainability: evidence from an emerging economy Cogent Business & Management Social media Technology adoption SME Sustainability TOE |
| title | Social media adoption in smes sustainability: evidence from an emerging economy |
| title_full | Social media adoption in smes sustainability: evidence from an emerging economy |
| title_fullStr | Social media adoption in smes sustainability: evidence from an emerging economy |
| title_full_unstemmed | Social media adoption in smes sustainability: evidence from an emerging economy |
| title_short | Social media adoption in smes sustainability: evidence from an emerging economy |
| title_sort | social media adoption in smes sustainability evidence from an emerging economy |
| topic | Social media Technology adoption SME Sustainability TOE |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2183573 |
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