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Exploring social media usage as a communication channel among independent food retailer SMEs in South Africa

Author

Listed:
  • dos Santos, José

    (Cape Peninsula University of Technology, Marketing Department. Cape Town)

  • Duffett, Rodney

    (Cape Peninsula University of Technology, Marketing Department. Cape Town)

Abstract

Social media has facilitated interaction between businesses and consumers, and consequently, has seen rapid growth as a communication channel by a number of smaller retailers in South Africa. Hence, the primary research objective of this study is to explore social media usage as a marketing communication strategy by independent food retailer small to medium enterprises (SMEs). The study used a qualitative data collection strategy and in-depth interviews were conducted among eleven independent food retailer SMEs in South Africa. The study revealed that the level of social media activity by the respondent retailers was influenced by enabling factors such as cost effectiveness, accessibility, reach and relationship building, whereas perceived risk and resources such as time, knowledge and human resources were inhibiting factors. The research contributes to the available literature exploring social media usage as customer contact points for promotional purposes, as well as provides insight for further studies on the use of social media conduits by independent food retailer SMEs or similar businesses in a developing country.

Suggested Citation

  • dos Santos, José & Duffett, Rodney, 2021. "Exploring social media usage as a communication channel among independent food retailer SMEs in South Africa," Small Business International Review, Asociación Española de Contabilidad y Administración de Empresas - AECA, vol. 5(2), pages 392-392, September.
    • Handle: RePEc:aaz:sbir01:v:5:y:2021:i:2:p:e392
    DOI: 10.26784/sbir.v5i2.392
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    References listed on IDEAS

    as
    1. Andre Ligthelm, 2008. "A targeted approach to informal business development: the entrepreneurial route," Development Southern Africa, Taylor & Francis Journals, vol. 25(4), pages 367-382.
    2. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    3. Mingyue Fan & Sikandar Ali Qalati & Muhammad Aamir Shafique Khan & Syed Mir Muhammad Shah & Muhammad Ramzan & Raza Saleem Khan, 2021. "Effects of entrepreneurial orientation on social media adoption and SME performance: The moderating role of innovation capabilities," PLOS ONE, Public Library of Science, vol. 16(4), pages 1-24, April.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Petrus Venter & Rodney Duffett, 2022. "A Framework for a Generic Retail Charter: A Guide towards Sustainability and Stakeholder Support," Sustainability, MDPI, vol. 14(23), pages 1-29, November.
    2. Emmanuel Bruce & Zhao Shurong & Sulemana Bankuoru Egala & John Amoah & Du Ying & Huang Rui & Tai Lyu, 2022. "Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana," Sustainability, MDPI, vol. 14(15), pages 1-17, August.

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    More about this item

    Keywords

    independent food retailer; SMEs; small businesses; social media; communication strategy; South Africa; developing country;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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