Author(s): Iddrisu Jaoto Hanif, Clement Nangpiire, Théophile Bindeouè Nassè, Mohammed Majeed, Felicia Naatu
Purpose: The purpose of this study is to examine the effects of social media marketing on Small and medium-sized enterprises (SMEs) in the context of Ghana, where these SMEs promote economic growth in Ghana. However, most managers of these SMEs are unwilling to commit the needed resources towards market-oriented activities because of insufficient funds. Design/methodology/approach: This research used a mixed-methods approach to meet the research objectives. Closed-ended and open-ended questionnaires were used to gather the data from 200 SMEs in the Wa Municipality. The data were analyzed using SmartPLS. Research Findings: The study revealed that social media have a significant and positive effect on SMEs and a positive relation with Perceived Usefulness. The findings also revealed that customers recognized these platforms as stress-free systems. Practical implications: This research has implications and value for the research community on how Social Media Marketing positively affects the performance of SMEs. Originality/value: It contributes to the understanding of the factors influencing social media marketing in the context of SMEs