SOCIAL MEDIA MARKETING STRATEGIES FOR SMALL BUSINESS SUSTAINABILITY: A STUDY ON SELECTED ONLINE SHOPPERS IN CAPE COAST, GHANA

R A Gbadeyan, F P Boachie – Mensah

Abstract



The internet was traditionally designed to promote the sharing and exchange of information
through emails, search engines and social networks such as Facebook, You Tube, and
WhatsApp, among others. However, there have been dramatic change in this trend as online
stores and small business enterprises now use the social media to promote their business
activities to customers. This paper examined the impact of social media on small business
sustainability in Ghana using Tonaton, Konga, Tisu, OLX and Jumia as case studies. The
study employed a survey research design using purposive sampling techniques. Three
thousand questionnaires were administered to the respondents within Cape Coast, Ghana,
while ANOVA techniques and Pearson correlation techniques were used to analyse the data
collected. The findings revealed that the use of social media has significantly influenced
organisational profitability. Also, the findings showed that social media increased brand
awareness among the sampled respondents. The paper concluded that there is a need to
create more awareness about online shopping and raise customers’ confidence in online
transactions. in addition to providing prompt response to customers’ enquiries, adequately
secured websites should be made available to facilitate online payment and increase
customer’s satisfaction for online stores.


Keywords:social media, marketing strategy, SMEs, online stores, sustainability and internet

Full Text: PDF

Refbacks

  • There are currently no refbacks.