Social media as a tool for marketing communication: a study of Small and Medium Scale Enterprises (SMEs).

Abstract

In response to the global COVID-19 pandemic, firms have increasingly leveraged social media to
communicate effectively with their customers. Despite the inherent attributes of simplicity, costeffectiveness,
and efficacy that it offers businesses, fostering innovation and responsiveness to customer
demands, its adoption for marketing communication by SMEs remains limited. This research delves into
the impact of Social Media Marketing (SMM) as a tool for marketing communication among SMEs in
Nigeria, integrating the Technology Acceptance Model (TAM) and Technology Organization and
Environmental (TOE) theories. The study employed a mixed data collection method, administered 300
questionnaires, and conducted 30 interviews with SMEs in Nigeria. The findings revealed that SMEs
underscore the importance of social media for marketing products and communicating the existence of
goods and services to the final consumer, recognising technological constraints that hinder optimal
utilisation. Additionally, the research emphasises crafting the right marketing mix tailored to be applied
based on context. In concluding the study, appropriate social media networks aligned with the context's
unique characteristics are suggested, providing a comprehensive guide for SMEs seeking to leverage
social media for optimal business outcomes. Recommendations include the importance of government
initiatives, incentives, and organisational advancements as crucial factors to further incentivise SMEs to
adopt SMM effectively. Notably, Financial Commitment Obligations (FCOs) did not impact SMM,
underscoring the imperative need for a conducive environment to implement social media strategies
successfully.