Adoption of Social Media by Small and Medium Enterprises: Key Factors and Impact
- Authors: Alhassan Fatawu1, Abas S.2, Stanley C.3, Susana A.4
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View Affiliations Hide Affiliations1 Tamale Technical University, Tamale, Ghana 2 Tamale Technical University, Tamale, Ghana 3 Tamale Technical University, Tamale, Ghana 4 Accra Technical University, Accra, Ghana
- Source: Digital Transformation in African SMEs: Emerging Issues and Trends , pp 94-106
- Publication Date: February 2024
- Language: English
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Adopting and utilizing social media for conveying information to stakeholders can be made possible by SMEs at little cost. There is little research on the correlation between the use of social media and the success of SMEs, despite the fact that access to and sharing of information is a key factor in the success of SMEs. The purpose of this chapter is to identify and explain the motivating factors behind SMEs' adoption and use of social media. The factors that were identified in the literature were based on theories applied in SMEs perspective in Africa. We employed the TOE and TAM models for the chapter. These factors included environmental, cost, comparability, ease of use, usefulness, and relative advantage. It was concluded that social media technology is good for SMEs to make an impact in the world of business, hence, needs to be adopted by SMEs' managers or owners.
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