Transformative Influence of Online Marketing on the Growth and Success of Small and Medium-Scale Enterprises in Anambra State, Nigeria | Chapter 4 | New Advances in Business, Management and Economics Vol. 1

The use of social media for marketing has grown to be an important practice for businesses that wish to take advantage of the opportunities created by the changes in the digital world, the growing connectivity of people online and the growth in the use of mobile phones. Through the use of social media, companies can improve their competitive edge in areas such as the share of the market, increased sales growth, customers’ patronage and retention, the development of brand loyalty, and even more outreach. This work, therefore, looks at how the use of online marketing affects the performance of small and medium enterprises in Anambra State with more emphasis on social media marketing as the factor or process responsible for customer satisfaction, customer loyalty, and market share in the business enterprise achieving marketing goals. Particularly this is applicable in a case study where survey research was employed. Specifically, 50,213 employees and operators working in the Anambra state-registered small and medium enterprises (SMEs) which were 2233 in number were sampled (SMEDAN, 2021). Using a 95 percent confidence level and the Taro Yamane sampling formula, the appropriate sample size came to 397 respondents. The information was collected by the use of structured questionnaires that were later analyzed with the aid of descriptive statistics and simple regression using SPSS software. The findings reveal that social media marketing has a considerable effect on market share, customer satisfaction, and even customer loyalty. Consequently, the study recommends that SMEs develop strategic social media marketing plans and allocate adequate resources to maximize the benefits of digital engagement.

 

Author (s) Details

 

Ekwunife Gabriel Okafor
Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.

 

Njelita Chukwudi
Department of Entrepreneurship, Nnamdi Azikiwe University, Awka, Nigeria.

 

Please see the book here:- https://doi.org/10.9734/bpi/nabme/v1/3839

Enabling Competitiveness: A Comprehensive HOTE Model for SMEs Accounting Information System Adoption in Northern Ghana | Chapter 1 | Contemporary Research in Business, Management and Economics Vol. 1

This study proposed a model that combines human, organizational, technological, and environmental dimensions (HOTE), and will also reveal and explain the factors impacting SMEs AIS adoption. Accounting information systems (AIS) assist small and medium-sized businesses (SMEs) in making better decisions. AIS is a technology-based system that collects, stores, and processes accounting data. SME accounting must be handled effectively in order for them to survive and grow. Previous study on AIS deployment in Ghana has mostly overlooked critical areas such as SMEs. In Ghana, there is currently lack of model that combines all technological, human, organizational, and environmental factors. The human-organization-technology-environment (HOTE) model was created by combining the four categories and investigates factors influencing SMEs' AIS adoption. The most common SMEs AIS adoption factors were then identified. IT officers' innovativeness; staff IT capability; managerial structure; organizational readiness; software perceived benefits; facilitating conditions; competitive pressure and government support are these factors. Adoption of AIS by SMEs is suggested to achieve the aforementioned goals and increase SMEs' performance. This includes effective monitoring and evaluation, easy adjustment and facilitation of financial statement preparation, as well as simplifying and increasing accounting data understanding, all of which will improve the firm's performance. The technology-organization-environment (TOE) and human-organization-technology (HOT-Fit) models were utilized to build the model. Survey of SMEs was done and evaluated using Partial Least Squares Structural Equation Modelling (PLS-SEM). It demonstrates that 7 of the 11 hypotheses were supported, with one, two, or three hypotheses from each of the four dimensions. Findings will contribute to earlier research by giving theoretical and practical implications for AIS adoption and SMEs performance. The current study focuses on SMEs in Ghana that are using AIS. Other elements have been mentioned but not thoroughly investigated. Future research should consider mediators of the links between SMEs' AIS adoption and SMEs' performance.

Author(s) Details:

Fuseini Mahama,
Accounting and Finance Department, Bolgatanga Technical University, Ghana, P.O. Box 767, Bolgatanga, Ghana.

Halina Mohamed Dahlan,
Information Systems Department, Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM), UTM Skudai, 81310 Johor Bahru, Johor, Malaysia.

Please see the link here: https://stm.bookpi.org/CRBME-V1/article/view/13486

Engaging Small and Medium Sized Companies in Cooperation and New Forms of Learning | Chapter 16 | Current Topics on Mathematics and Computer Science Vol. 7

 The European economy's backbone is made up of small and medium-sized businesses (SMEs). Covid-19's ramifications and the resulting nationwide lockdowns caught SMEs off guard. Many parts of SMEs have been impacted by the crisis: good work and learning solutions must be identified quickly. E-Learning is considered as a lifetime learning enabler because of its flexibility and simplicity of access. It has the ability to revolutionise how and when employees learn, as well as act as a catalyst for change and integration. SMEs must develop new forms of collaboration, such as technology-enabled Communities of Practice (CoP). Another type of collaboration is cross-sector collaboration, particularly between SMEs, research institutions, and higher education institutions, however this type of collaboration needs to be enhanced. SMEs must deal with change and enhance their learning processes on a large scale in order to survive the pandemic, be innovative, and play an essential role. This study examines the condition of European SMEs in further depth and includes data from recent European initiatives that reveal persisting challenges in the adoption of digital forms of learning and problem-based learning approaches. Because SMEs actors can promote their businesses through digital marketing, Covid-19 should not be a barrier for SMEs to generate sales. This paper will attempt to answer topics such as: How do SMEs use digital methods for business, learning, and workforce reskilling for digital marketing? In this case, what form of collaboration is most beneficial? The response is based on a review of the literature as well as the authors' work on national and European projects.

Author (S) Details

Steffi Engert
E-Competence Agentur, Universität Duisburg-Essen, now: Starlight Dragon Press, Solingen, Germany.

View Book :- https://stm.bookpi.org/CTMCS-V7/article/view/2945