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Breaching Location Silos: An Exploration of social media optimisation by SMMEs in Southern Africa

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dc.contributor.author Rambe, Patient
dc.contributor.author Matema, Simbarashe Cowen
dc.contributor.author Madichie, Nnamdi O.
dc.date.accessioned 2018-09-04T07:10:09Z
dc.date.available 2018-09-04T07:10:09Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11462/1655
dc.description Published Article en_US
dc.description.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. en_US
dc.format.extent 664 469 bytes, 1 file
dc.format.mimetype Application/PDF
dc.language.iso en_US en_US
dc.publisher LSBM Working Paper Series en_US
dc.relation.ispartofseries Vol. 2;Issue 2/3
dc.subject Southern Africa en_US
dc.subject e-marketplaces en_US
dc.subject ecommerce activities en_US
dc.subject small business management en_US
dc.title Breaching Location Silos: An Exploration of social media optimisation by SMMEs in Southern Africa en_US
dc.type Article en_US

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