Citations

... Social media plays a significant role in both marketing and advertising plans, essential if a firm wants people to know about their existence, but there is never enough money allocated for extra marketing. Our findings underscore the significant impact of limitations in human and financial resources on the adoption of social media marketing by SMEs, aligning with the research of (Kwadwo et al., 2016). Furthermore, the size and structure of an organization were identified as crucial factors determining its capacity to allocate the necessary resources, including the number of employees, organizational structure, and financial budget, for implementing new technological standards like social media integration. ...
Article
Purpose This paper aims to examine the factors influencing the adoption of social media marketing by small and medium enterprises (SMEs) in Pakistan. By investigating the drivers and challenges/barriers affecting the adoption of social media marketing tools among SMEs, this study provides practical guidance to SMEs seeking to utilize social media platforms for marketing purposes in a developing context such as Pakistan. Design/methodology/approach Utilizing the Technology-Organization-Environment (TOE) framework as a theoretical framework, qualitative data were collected through semistructured interviews with representatives of SMEs in Pakistan, followed by thematic analysis of the data. Findings The research identifies several key factors influencing the adoption of social media marketing by Pakistani SMEs. These factors include doubts regarding the benefits of social media, alignment with regulatory requirements, challenges related to tracking social media performance, resistance from senior management (older employees), the positive influence of competitive pressure and the Covid-19 pandemic, political instability and increased government taxes on digital services. Stakeholders such as marketing professionals, academics, policymakers, government authorities and SME owners and managers can benefit from these findings. Originality/value This research contributes to the academic literature on the adoption of social media marketing by SMEs, especially within emerging economies. It enriches theoretical understanding of adoption processes and factors, filling gaps in existing knowledge and laying a foundation for future research in this domain. Using the TOE framework, the study reveals that when all factors are adequately considered, SMEs can transition from traditional marketing methods and embrace social media as a digital marketing strategy to enhance performance, profitability, and gain a competitive advantage over their rivals.
... However, those countries that used traditional trade strategies still have a rare chance of developing e-commerce businesses (Martinsons, 2008). Hence the importance of e-commerce in economic development in general, and specifically in the digital economy (Kwadwo et al., 2016). E-commerce plays a significant role in the development of the digital economy (Priescu et al., 2009); without e-commerce, it is almost impossible to achieve a digital economy (Abid et al., 2021). ...
Article
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Recently, TechCrunch, a digital economy news site, noted that "Uber, the world's largest taxi company, owns no vehicles. Facebook, the world's most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world's largest accommodation provider, owns no real estate, something interesting is happening." All these companies are involved in e-commerce business, namely the process of buying and selling products by electronic means, such as mobile applications and the Internet. In light of this, this study aimed to examine the relationship between e-commerce and digital economy, with a particular focus on the mediating role of customers' attitudes. To achieve this objective, the study employed a mixed research approach and adopted an explanatory research design. The target population consisted of all customers who are potential e-commerce users. Convenience sampling techniques were employed to collect data from respondents. The findings of the study revealed a positive and significant relationship between e-commerce and the digital economy, both in terms of direct and indirect effects. Additionally, the study identified the partial mediating role of customer attitudes in this relationship. Based on these findings, the study recommends that e-commerce companies should explore the potential of social networking media platforms such as Facebook and Instagram to further enhance overall e-commerce usage among customers. This strategic approach can complement their existing platforms and contribute to their growth and success in the digital economy.
... • Influencing and user satisfaction factors Earlier researchers (Zhu, Kraemer and Xu, 2006;Kwadwo, Martinson, Evans and Esther, 2016;Zaied, 2012;Kaynak, Tatoglu and Kula, 2005) have studied the business processes and concluded that e-commerce adoption in SMEs is to speed up and make easy the flow of information, permit the contribution of information and knowledge and as a result generate new opportunities intended for growth and development of new relationships between the various trade partners around the globe. These researchers, as well as empirical finding based on Assam, confirmed that perceived ease of use, global market, perceived usefulness early adopters, top management support, E-business, Social system, facilitating condition, direct and indirect benefit, government intervention, firm size, distribution channel, ICT usage and organizational readiness are the factors which influence ECA in SMEs. ...
Article
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Objectives: The aim of this study is to examine the factors influencing e-commerce adoption (ECA) among SMEs and evaluate its impact on their business performance. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with small and medium enterprises (SMEs) owners and managers across diverse industries and geographical locations.Methods: The analysis involved collecting and scrutinizing data from various organizations to provide a quantitative understanding of the relationship between organizational culture and ECA perceptions among top management. The factorability of the collected data was tested using the Bartlett’s test of sphericity and the Kaiser-Meyer-Olkin (KMO) test, which are commonly used to assess the appropriateness of data for factor analysis.Findings: This work underscores the importance of acknowledging the role of culture in ECA and emphasizes the significance of further research and strategies for fostering a culture that promotes and supports e-commerce within enterprises. Finally, barriers of ECA and Influencing and user satisfaction factors are identified and the conceptual framework of factors influencing ecommerce adoption in SMEs (Service sector) of ASSAM is developed.Novelty: Applying these tests specifically to the context of ECA in SMEs is a novel application.
... Boachie [8] underscored the importance of e-commerce for SMEs in Ghana, citing barriers related to financial, legal, and physical infrastructures. Kwadwo et al. [9] focused on barriers to e-commerce adoption in Ghana, highlighting financial constraints as a major impediment. Iddris [10] examined the low adoption of e-commerce solutions by SMEs in Ghana, identifying obstacles such as a lack of technical skills, security concerns, and high upfront costs. ...
... The substantial number of respondents involved in online businesses indicates a burgeoning interest in digital entrepreneurship within the region. Key barriers such as "Lack of digital skills" and "High data costs" echo challenges identified in previous studies [9], reflecting the hurdles faced by small and medium enterprises in Ghana when adopting e-commerce practices. Addressing these challenges is imperative for fostering sustainable online business growth in the UER of Ghana, emphasising the need for interventions that enhance digital literacy and reduce the cost barriers associated with internet usage. ...
... The varying durations of online business engagement among respondents underscore the evolving nature of digital entrepreneurship in the UER, aligning with findings from a previous study [9]. This variability indicates a gradual adoption process, mirroring the challenges faced by small and medium enterprises in Ghana due to financial barriers and technical issues. ...
Article
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This paper delves into the transformative impact of technology on human activities, particularly the digitisation of major and basic tasks. The business landscape has not been immune to this revolution, with traditional methods giving way to digitalisation, commonly referred to as online or electronic business (e-business). Defined as any business activity conducted over the internet, e-business offers numerous benefits, such as global reach and geographical flexibility. However, it is not without its drawbacks, with online fraud undermining customer trust and infrastructure costs posing challenges. In the Upper East Region (UER) of Ghana, some entities have transitioned their operations entirely online, while others employ a click-and-mortar approach, operating both online and offline. This study employs a quantitative survey design, using an online questionnaire to investigate and understand the challenges and opportunities faced by online businesses in the UER. The research, based on a sample of fifty-two (52) businesses, identifies a lack of digital skills and high data costs as the primary challenges. Significantly, the study reveals untapped potential in the agricultural sector for online business in the UER. The findings not only outline these challenges and opportunities but also propose strategies to address the former and sustain the latter, offering valuable insights for businesses navigating the evolving digital landscape in the UER.
... Within the Ghanaian context, most research works in the online marketing space have concentrated on e-commerce adoption and its impact on the business and marketing performance of SMEs (Asare et al., 2012;Kwadwo et al., 2016;Awiagah et al., 2016;Ocloo et al., 2018). Very few works have been conducted in the area of electronic marketing, and even so, these have rather focused on factors influencing the adoption of electronic marketing (Akaba, 2015;Mazzarol, 2015). ...
Thesis
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The purpose of the study was to examine the relationship between the main independent variable, e-marketing and the main dependent variable e-loyalty, as well as the mediating roles of e-service quality and e-satisfaction in the link between e-marketing and e-loyalty. The study adopted a positivist stance with a quantitative method, with the adoption of a descriptive correlational design. A Structural Equation Modelling approach was employed to examine the nature of the associations between the independent, mediating and dependent variables. A sensitivity analysis was also conducted to control for the potential confounding effects of the demographic factors. A sample size of 1,293 residents in Accra, Ghana, who had previously shopped online, responded to structured questionnaire in an online survey via Google Docs. The IBM SPSS Amos 24 software was used to analyse the data collected. Positive associations were found between the key constructs in the study: e-marketing, e-service quality, e-satisfaction and e-Loyalty. The findings from the study gave further backing to the diffusion innovation theory, resource-based view theory, and technology acceptance model. In addition, e-service quality and e-satisfaction individually and jointly mediated the relationship between e-marketing and e-loyalty. However, these mediations were partial. . In terms of value and contribution, this is the first study in a developing economy context to undertake a holistic examination of the key marketing performance variables within an online shopping context. The study uniquely tested the mediation roles of both e-service quality and e-satisfaction in the link between e-marketing and e-loyalty. The findings of the study are novel in the e-marketing literature as they unearthed the key antecedents of e-loyalty for online SMEs in a developing economy context.
... Kaynak et al. (2005) argue that the difficulty of finding and retaining qualified personnel with the required skills and knowledge and the risk of dissipation of firm-specific knowledge do not favour Turkish SMEs to adopt e-business. In the same vein Kwadwo et al. (2016) show that the high cost of e-commerce infrastructure and implementation, staff training and consultancy fees, Website creation and maintenance and other infrastructure are barriers to e-commerce adoption. SMEs in Ghana and most African countries do not have the financial resources to acquire the ICT resources or infrastructure that form the backbone of e-commerce plans. ...
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Purpose The present article aims to determine the factors that explain the intention to adopt electronic commerce among women traders in a developing country like Democratic Republic of Congo (DRC) during a health crisis period. Design/methodology/approach This study was conducted in the DRC, in Bukavu Town. A convenience sample of 282 respondents consisting of solely women entrepreneurs (importing traders) in Bukavu Town was selected and the structural equation model was used to test the research hypotheses resulted from Ajzen's theory of planned behaviour. Findings The finding results showed that only the factors attitude towards electronic commerce adoption and subjective norms which predict women traders' intention to adopt electronic commerce. The analysis shows that about 38.9% of the variation in the dependent variable is explained by the above variables. Originality/value Few studies have presented technology and electronic commerce adoption as resilience of women entrepreneurs in a time of crisis, despite the abundance of the review literature on adoption. This study provides a new approach to assist women entrepreneurs as well as researchers in understanding the drivers of electronic commerce adoption factors in the DRC.
... Severa examinations have researched the difficulty of online business reception by means of Nigerian SMEs. the choice is low and predominantly at the essential non-wise diploma of internet based business among Nigerian SMEs [13]. The discovering result suggests that Severa SMEs that received online enterprise in Nigeria restricted themselves to the utilization of email and websites for correspondence and show of object and services information. ...
Article
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Developing countries can adopt E-commerce as a driver to economic growth and poverty eradication. The Small and Medium Enterprises (SMEs) Sector has a significant contribution in national economy and a key player in job creation, and GDP increase. SMEs contribute greatest part of Nigerian productive units and economy, in recent time's Nigerian government introduced many initiatives to support and develop SMEs capabilities. Low usage of e-commerce among SMEs in Nigeria could be factored into many reasons. This research investigated the reasons for low adoption of e-commerce among SMEs in Nigeria. The finding of the research show that many factors contributed in non-adoption of e-commerce in SMEs sector: technical problems, lack of Internet security, lack of legal and regulatory support, limited knowledge/use of Internet banking and web portals by SMEs.
... Severa examinations have researched the difficulty of online business reception by means of Nigerian SMEs. the choice is low and predominantly at the essential non-wise diploma of internet based business among Nigerian SMEs [13]. The discovering result suggests that Severa SMEs that received online enterprise in Nigeria restricted themselves to the utilization of email and websites for correspondence and show of object and services information. ...
Research
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Developing countries can adopt E-commerce as a driver to economic growth and poverty eradication. The Small and Medium Enterprises (SMEs) Sector has a significant contribution in national economy and a key player in job creation, and GDP increase. SMEs contribute greatest part of Nigerian productive units and economy, in recent time's Nigerian government introduced many initiatives to support and develop SMEs capabilities. Low usage of e-commerce among SMEs in Nigeria could be factored into many reasons. This research investigated the reasons for low adoption of e-commerce among SMEs in Nigeria. The finding of the research show that many factors contributed in non-adoption of e-commerce in SMEs sector: technical problems, lack of Internet security, lack of legal and regulatory support, limited knowledge/use of Internet banking and web portals by SMEs.
... The literature would indicate that while larger firms are more aware of the benefits, the advantages can be particularly significant for SMEs, who have resource and capital limitations (Grandon and Pearson, 2004;D'Angelo et al, 2016). While studies have cautioned around viewing e-Commerce as a panacea, barriers in terms of perceived costs, limited resources, organizational readiness and the lack of awareness of digital literacy among owners and managers, particularly for SMEs, have all been identified as challenges in e-Commerce adoption (Pease and Rowe, 2003;Zheng et al, 2004;Scupola, 2009;Kwadwo et al, 2016). ...
Article
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The debate concerning e-Commerce adoption is an evolving one that in the context of the current COVID-19 Pandemic has come centre stage. Although the shift towards e-Commerce platforms has been an increasing trend in recent years, Curtin (2020) states the current pandemic has accelerated consumers’ shifts toward e-Commerce by five years. As store closures and new enforcements became a reality, it forced many companies to pivot their online strategies overnight (Shadler et al, 2020). Since its inception in the late 90’s, e-Commerce adoption and research has championed the rise and the significant benefits of e-Commerce. Industries as diverse as financial, retail, manufacturing, and hospitality (Josanov, 2011; Kremez et al, 2019; Helper and MacDuffie, 2000; Hua, 2016) have embraced e-Commerce. By contrast, research into the use and level of adoption by Agri-food businesses indicates that this sector has not kept pace with this digital revolution. This is surprising given the importance of this sector worldwide. Indeed, it is one of the most important indigenous industries in Ireland in terms of employment, economic output, and export performance. However, there is scarce research found in the case for Irish Agri-food e-Commerce development, with limited industry reports available. Previous research elsewhere called for government support to encourage the move to online territory (Sparkes and Thomas, 2001; Sturiale and Scuderi, 2016), and the onset of COVID-19 furthered this. Numerous support agencies expanded on their current offerings in relation to digital support, although little is known around Agri-food businesses adoption of these. For this reason, this paper intends to add to the limited studies surrounding this important indigenous industry in Ireland within the widely dynamic topic of e-Commerce platforms. The focus of this paper is directed toward the adoption and integration of these online platforms during COVID-19, the benefits and challenges faced, the role of support agencies and further support suggested by SMEs through survey data. This study has both an academic and industry focus and hence aims to improve our understanding of online activity and digital support within this sector.
... Severa examinations have researched the difficulty of online business reception by means of Nigerian SMEs. the choice is low and predominantly at the essential non-wise diploma of internet based business among Nigerian SMEs [13]. The discovering result suggests that Severa SMEs that received online enterprise in Nigeria restricted themselves to the utilization of email and websites for correspondence and show of object and services information. ...
Article
Full-text available
Developing countries can adopt E-commerce as a driver to economic growth and poverty eradication. The Small and Medium Enterprises (SMEs) Sector has a significant contribution in national economy and a key player in job creation, and GDP increase. SMEs contribute greatest part of Nigerian productive units and economy, in recent time's Nigerian government introduced many initiatives to support and develop SMEs capabilities. Low usage of e-commerce among SMEs in Nigeria could be factored into many reasons. This research investigated the reasons for low adoption of e-commerce among SMEs in Nigeria. The finding of the research show that many factors contributed in non-adoption of e-commerce in SMEs sector: technical problems, lack of Internet security, lack of legal and regulatory support, limited knowledge/use of Internet banking and web portals by SMEs.