IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i15p9433-d877876.html
   My bibliography  Save this article

Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana

Author

Listed:
  • Emmanuel Bruce

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Zhao Shurong

    (Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China
    School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Sulemana Bankuoru Egala

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • John Amoah

    (Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic)

  • Du Ying

    (Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China
    School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Huang Rui

    (Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China
    School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Tai Lyu

    (School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China
    School of International Education, University of Electronic Science and Technology of China, Chengdu 611371, China)

Abstract

Social media is gradually transforming diverse business ecosystems due to the limitless capabilities they offer. Given this, emerging businesses across the globe are leveraging this innovation to improve their operations. While the literature on the usage of social media by small and medium enterprises (SMEs) is still emerging, the outcomes from existing research have not been coherent. Amid this, limited empirical evidence has been adduced on the affordance of the technology for the SME ecosystem in developing economies, particularly Ghana. Following this, this study aims to fill this research gap by investigating the impact of social media usage on the long-term sustainability of SMEs, specifically in Ghana. Using empirical data from 424 respondents who are representatives of manufacturing SMEs in Ghana, using SmartPLS techniques, the study confirmed that, generally, social media usage does not only have a positive impact on SMEs but drastically drives their motivations towards resilience and sustainability. The results further revealed a positive and significant effect of social media usage value creation, business connections and opportunities on SMEs’ sustainability. This study contributes to knowledge of social media usage and sustainability from a developing country’s perspective. This study offers several implications for theory and practice.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9433-:d:877876
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/15/9433/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/15/9433/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sahaym, Arvin & (Avi) Datta, Avimanyu & Brooks, Stoney, 2021. "Crowdfunding success through social media: Going beyond entrepreneurial orientation in the context of small and medium-sized enterprises," Journal of Business Research, Elsevier, vol. 125(C), pages 483-494.
    2. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    3. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    4. Wilert Puriwat & Suchart Tripopsakul, 2021. "Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    5. Ali Moghadamzadeh & Pejman Ebrahimi & Soodabeh Radfard & Aidin Salamzadeh & Datis Khajeheian, 2020. "Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    6. Sunday C. Eze & Vera C. A. Chinedu-Eze & Hart O. Awa, 2021. "Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology," SAGE Open, , vol. 11(2), pages 21582440211, April.
    7. Muhammad Haseeb & Hafezali Iqbal Hussain & Sebastian Kot & Armenia Androniceanu & Kittisak Jermsittiparsert, 2019. "Role of Social and Technological Challenges in Achieving a Sustainable Competitive Advantage and Sustainable Business Performance," Sustainability, MDPI, vol. 11(14), pages 1-23, July.
    8. 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.
    9. Peruchi, Diego Falcão & de Jesus Pacheco, Diego Augusto & Todeschini, Bruna Villa & ten Caten, Carla Schwengber, 2022. "Moving towards digital platforms revolution? Antecedents, determinants and conceptual framework for offline B2B networks," Journal of Business Research, Elsevier, vol. 142(C), pages 344-363.
    10. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    11. Adel Alsharji & Fauzia Jabeen & Syed Zamberi Ahmad, 2019. "Factors affecting social media adoption in small and medium enterprises: evidence from the UAE," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 19(2), pages 162-182.
    12. Raza Ur Rahman & Syed Mohsin Ali Shah & Hatem El-Gohary & Muzaffar Abbas & Syed Haider Khalil & Saad Al Altheeb & Fahad Sultan, 2020. "Social Media Adoption and Financial Sustainability: Learned Lessons from Developing Countries," Sustainability, MDPI, vol. 12(24), pages 1-26, December.
    13. Sheshadri Chatterjee & Ranjan Chaudhuri & Georgia Sakka & Balakrishna Grandhi & Antonino Galati & Evangelia Siachou & Demetris Vrontis, 2021. "Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support," Sustainability, MDPI, vol. 13(21), pages 1-16, November.
    14. Abdul Bashiru Jibril & Michael Adu Kwarteng & Miloslava Chovancova & Michal Pilik, 2019. "The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1673640-167, January.
    15. Ghazanfar Ali Abbasi & Noor Fareen Abdul Rahim & Hongyan Wu & Mohammad Iranmanesh & Benjamin Ng Chee Keong, 2022. "Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator," SAGE Open, , vol. 12(1), pages 21582440211, January.
    16. Matarazzo, Michela & Penco, Lara & Profumo, Giorgia & Quaglia, Roberto, 2021. "Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 123(C), pages 642-656.
    17. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    18. Affan Ahmed Khan & Ming Zheng Wang & Sadaf Ehsan & Mohammad Nurunnabi & Maaida Hussain Hashmi, 2019. "Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues," Sustainability, MDPI, vol. 11(9), pages 1-28, May.
    19. Jiabao Lin & Zhimei Luo & Jose Benitez & Xin (robert) Luo & Aleš Popovič, 2021. "Why do organizations leverage social media to create business value? An external factor-centric empirical investigation," Post-Print hal-03413223, HAL.
    20. Yong Dirgiatmo & Zarifah Abdullah & Raja Haslinda Raja Mohd. Ali, 2019. "The role of entrepreneurial orientation in intervening the relationship between social media usage and performance enhancement of exporter SMEs in Indonesia," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 12(2), pages 97-129.
    21. Pattanapong Tiwasing, 2021. "Social media business networks and SME performance: A rural–urban comparative analysis," Growth and Change, Wiley Blackwell, vol. 52(3), pages 1892-1913, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sikandar Ali Qalati & Dragana Ostic & Mohammad Ali Bait Ali Sulaiman & Aamir Ali Gopang & Asadullah Khan, 2022. "Social Media and SMEs’ Performance in Developing Countries: Effects of Technological-Organizational-Environmental Factors on the Adoption of Social Media," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Liu, Zhenyuan & Geng, Ruoqi & Tse, Ying Kei (Mike) & Han, Shuihua, 2023. "Mapping the relationship between social media usage and organizational performance: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    3. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    4. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    5. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    6. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    7. Vera Gelashvili & Juan Gabriel Martínez-Navalón & Miguel Ángel Gómez-Borja, 2024. "Does the intensity of use of social media influence the economic sustainability of the university?," The Journal of Technology Transfer, Springer, vol. 49(1), pages 19-43, February.
    8. Griffith, David A. & Lee, Hannah S. & Yalcinkaya, Goksel, 2023. "Understanding the relationship between the use of social media and the prevalence of anxiety at the country level: a multi-country examination," International Business Review, Elsevier, vol. 32(4).
    9. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    10. Mr. Shekou Ansumana Nuni & Mr. Ansumana Feika, 2022. "The Adoption of Social Media and Internet as a Tool for Improving SMEs Performance in Sierra Leone; A Case Study of SMEs in Freetown Central Business District (CBD)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(12), pages 328-334, December.
    11. Angelo R. Santos & Arjay F. Ortiz & Jennifer G. Fronda & Joannie A. Galano & Joy N. Savellano, 2024. "Effective Approaches to Enhance Social Media Marketing for Philippine Small Enterprises," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 205-215, September.
    12. Cartwright, Severina & Davies, Iain & Archer-Brown, Chris, 2021. "Managing relationships on social media in business-to-business organisations," Journal of Business Research, Elsevier, vol. 125(C), pages 120-134.
    13. Amoah John & Nutakor Felix & Li Jinke & Jibril Abdul Bashiru & Sanful Benjamin & Odei Michael Amponsah, 2021. "Antecedents of social media usage intensity in the financial sector of an emerging economy: a Pls-Sem Algorithm," Management & Marketing, Sciendo, vol. 16(4), pages 387-406, December.
    14. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    15. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    16. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    17. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
    18. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    19. Yu, Honglan & Fletcher, Margaret & Buck, Trevor, 2022. "Managing digital transformation during re-internationalization: Trajectories and implications for performance," Journal of International Management, Elsevier, vol. 28(4).
    20. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9433-:d:877876. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.