Abstract:
This study explores the significance of social media as e-marketplaces for advancing e-commerce for
small scale, micro and medium enterprises (SMMEs) in the southern African sub-region – notably in
South Africa and Zimbabwe. Evidence from the examination of extant literature and our personal
observations reveal that when properly harnessed as e-marketplaces, social media platforms,
especially those that are compatible with mobile devices (i.e. smart mobile phones, tablets and
notebooks), have tremendous e-commerce potential to enhance brand awareness, market growth,
and market share for firms, thereby augmenting and expediting the management of customer
relationships and brand loyalty. These benefits have the potential to trigger innovative marketing,
brand positioning and creativity for SMMEs in South Africa and Zimbabwe. The main theoretical
contribution of this study is the development of a conceptual model of social media that promotes
SMME growth especially considering the large percentage of youth with a large appetite for new
technology. Therefore, active engagement on social media could breach (the current) location silos,"
by tapping into the diaspora market.
