Determinants of Social Media Marketing Adoption in Small, Medium and Micro Enterprises during the Covid-19 pandemic

Abstract

Purpose: This study aims at assessing the determinants of Social Media Marketing adoption in small, medium and micro enterprises (SMMEs) during the Covid-19 pandemic. Design / Method / Approach: The study seeks to understand the viewpoints and motives for employing social media campaigns. Thus, a structured quantitative questionnaire was provided to 150 respondents to assess social media marketing in their firms, using convenience sampling. A descriptive analysis of data was undertaken using the SPSS. Findings: The study's findings showed that most respondents agreed with items related to Social Media Marketing’s facilitating conditions, perceived ease of use, perceived usefulness and cost implications. Theoretical Implications: The study contributes to the extant literature on Social Media Marketing during the Covid-19 pandemic in the developing world, wherein poor infrastructure, bureaucracy and culture play an important role in business performance. Practical Implications: SMME owners and managers should encourage their employees and customers to use social media regularly in order to drive traffic towards the business. Originality / Value: The study is unique as it analyses Social Media Marketing during a turbulent time in which the Covid-19 pandemic is wreaking havoc on economies globally. Research Limitations / Future Research: Researchers should consider analysing the effect of Covid-19's lockdown restrictions on specific sectors in an attempt to facilitate tailor-made solutions to the problem. Paper type: Empirical