Social media integration: An opportunity for SMEs sustainability

Full Te ms & Condi ions o access and use can be ound a h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20 Cogen Business & Managemen ISSN: (P in ) (Online) Jou nal homepage: h ps://www. and online.com/loi/oabm20 Social media in eg a ion: An oppo uni y o SMEs sus ainabili y Emmanuel B uce, Solomon Keelson, John Amoah & Sulemana Bankuo u Egala To ci e his a icle: Emmanuel B uce, Solomon Keelson, John Amoah & Sulemana Bankuo u Egala (2023) Social media in eg a ion: An oppo uni y o SMEs sus ainabili y, Cogen Business & Managemen , 10:1, 2173859, DOI: 10.1080/23311975.2023.2173859 To link o his a icle: h ps://doi.o g/10.1080/23311975.2023.2173859 © 2023 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. Published online: 27 Feb 2023. Submi you a icle o his jou nal A icle iews: 287 View ela ed a icles View C ossma k da a MARKETING | RESEARCH ARTICLE Social media in eg a ion: An oppo uni y o SMEs sus ainabili y Emmanuel B uce 1 , Solomon Keelson 2 , John Amoah 3 and Sulemana Bankuo u Egala 4 * Abs ac : The changing end in he ci cula economy has pushed mos i ms o be compe i i e in hei business ac i i ies using eme ging echnology. SMEs in ecen imes a e inc easingly le e aging echnologies such as social media o enhance hei in e ac ions wi h hei cus ome s, inc ease hei each and become compe i- i e. Despi e his, SMEs in he manu ac u ing sec o in de eloping economies a e o en unde explo ed in li e a u e in hei esol e o le e age social media o imp o e hei pe o mance and sus ainabili y. This esea ch explo es he in eg a ion o social media in SME manu ac u ing i ms’ ac i i ies owa d hei pe o mance and sus- ainabili y in de eloping coun ies. D awing on ele an li e a u e and he social media engagemen heo y, we employed a ques ionnai e su ey o collec da a om 417 manage s/s a o SME manu ac u ing i ms in Ghana, using PLS-SEM echniques o he analysis. Resea ch indings e ealed ha social media in eg a ion p o ed a di ec posi i e co ela ion wi h SME manu ac u ing i ms’ pe o mance. Addi ionally, i was e ealed ha social media u iliza ion has a posi i e and sig- ni ican e ec on SME manu ac u ing i ms’ pe o mance. The indings u he show ha social media usage assis s SME i ms’ pe o mance and os e s hei sus ain- abili y. I is concluded ha SMEs should inco po a e social media ma ke ing s a- egies o i ms’-cus ome ela ionships and in e nal and ex e nal collabo a ion. By implica ion, his s udy o e s p ac i ione s and esea che s knowledge ega ding social media in eg a ion among SMEs in eme ging economies. Subjec s: Business, Managemen and Accoun ing; Indus y & Indus ial S udies; In o ma ion Technology Keywo ds: social media; in eg a ion; SMEs; i m sus ainabili y; social media engagemen heo y PUBLIC INTEREST STATEMENT Schola s and p ac i ione s in he ield o digi al ma ke ing ha e ecen ly become in e es ed in he in eg a ion o social media. E en hough social media also unc ion as a digi al en e ainmen pla o m and a channel o ma ke ing communica ion. Once mo e, he impac o echnology and he ie ce compe i ion among o ganiza ions in he mode n e a o ma ke ing canno be unde s a ed. The cu en s udy in es iga es how SMEs in eg a e social media in o hei business pe o mance, and i s impac on sus ainabili y in eme ging economies, pa icula ly Ghana. The s udy’s indings should se e as a wake-up call o p ac i ione s o cu en and new en e p ises abou he impo ance o in eg a ing social media in he 21 s cen u y o di e se pu poses o medium o long- e m business ope a ions. The esea ch no jus o adds o he li e a u e bu also se es as a eminde o expe s abou he impo ance o de eloping coun ies in eg a ing social media o digi al ma ke ing. B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 1 o 20 Recei ed: 25 Oc obe 2022 Accep ed: 24 Janua y 2023 *Co esponding au ho : Sulemana Bankuo u Egala, Depa men o In o ma ics, Facul y o ICT, SD Dombo Uni e si y o Business and In eg a ed De elopmen S udies, Wa, UWR, Ghana E-mail: [email p o ec ed] Re iewing edi o : Len Tiu W igh , De Mon o Uni e si y Facul y o Business and Law, Uni ed Kingdom Addi ional in o ma ion is a ailable a he end o he a icle © 2023 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. 1. In oduc ion In e ne ad ancemen s ha e impac ed he ac i i ies and in e ac ions o bo h businesses and socie y. Fo ins ance, he ad en o he in e ne has enabled business p ocesses and ope a ions o engende ope a ional excellence (Sohail e al., 2020). Again, e-comme ce has also b ough abou boundless comme cial ac i i ies c ea ing new business oppo uni ies and c ea ing cus ome in imacy. Ye , he demand by cus ome s keeps changing gi en he complex na u e o consume demands. Mo eo e , ge ing o know consume s’ p e e ences and beha io a a ace alue becomes a daun ing ask. As a emedy, se e al businesses a e le e aging social media o agg e- ga e consume s’ commen s and ailo -made hei p oduc s and se ices o mee he demands o he cus ome s (Amoah e al., 2021). To espond o cus ome demand and s ay compe i i e, businesses ha e adop ed social media as a ma ke ing ool o hei cus ome in imacy (Boyd, 2007). Social media as desc ibed by Kaplan and Haenlein (2010) is “a se ies o In e ne -based applica ions ha expand on he heo e ical and echnological ounda ions o Web 2.0 and allow he c ea ion and sha ing o con en and ideas and exchange o use -gene a ed con en ”. Since i s eme gence, se e al business en e p ises ha e adop ed social media as an e ec i e ma ke ing ool o conduc business ac i i ies (Jib il e al., 2019; Mason e al., 2021; Qala i e al., 2021). Kaplan and Heinlein (2010) e idenced ha social media ha e been used by i ms o manage ela ional ac i i ies. I also acili a es communica ion be ween companies and cus ome s ( i m-cus ome ela ionship). Undeniably, Small and Medium En e p ises (SMEs) ha e el he impac o social media (Jussila e al., 2014), hough e y ew SMEs ha e adop ed and u ilized his essen ial ool (Abed, 2020; Zambe i e al., 2019). In de eloping coun ies, SMEs a e conside ed he mains ay o he economy (Amoah, 2018; Tiwa y e al., 2021). Acco ding o Raunia e al. (2014), SMEs play a key s imulan o s eng hen he economy ia job c ea ion, social cohesion, sou ce o income, and s abili y o a coun y’s economy. Consequen ly, p o iding a signi ican s ep in po e y educ ion especially in de eloping coun ies (Kuma , 2017; Singh & Thaka , 2018). F om he backg ound o Oli ei a and Ma ins (2011), globaliza ion and ade libe aliza ion ha e di e se e ec s on SME pe o mance. Schola s ha e poin ed ou ha SMEs a e o en en e p ises wi h limi ed ma ke ing and ad e ising esou ces (Maduku e al., 2016; U Rahman e al., 2020; Amoah, Jib il & Ak am 2021). P io s udies ha e also indica ed ha SMEs a e a e se and p uden abou echnology adop ion (McCann & Ba low, 2015). This limi a ion can be associa ed wi h echnical capaci ies and inancial cons ain s (Dahnil e al., 2014; T awnih e al., 2021). In his ega d, B uce e al. (2022) sugges ed ha SMEs mus s i e o new oppo uni ies, con inuously ocusing on echnological inno a ion. The e o e, inco po a ing inno a ion, mainly in social media ma ke ing in o SME business ac i i ies becomes pi o al in gaining compe i i e ad an age and long- e m business g ow h (Kuma & Ayedee, 2018; Tajudeen e al., 2018; Wamba & Ca e , 2016). To compe e and be sus ainable, Kaplan and Haenlein (2010) a gued ha social media p o ide pla o ms o SMEs o in e ac wi h cus ome s and o he po en ial in es o s (Ali Abbasi e al., 2022). P e ious s udies ega ded social media as an essen ial ing edien o conduc ing business among SMEs in in ense global compe i ion and ha e esul ed in signi ican bene i s (Kang & Pa k, 2018; Taneja & Toombs, 2014; Cha e jee & Kuma Ka , 2020). In his ega d, e idence has been ound ha e y ew SMEs ha e adop ed and u ilized social media o gain a compe i i e ad an age, inc eased sales, and cus ome ela ionship, and imp o e business pe o mance, which in u n lead o SMEs sus ainabili y (Jib il e al., 2019; Jin & Hu d, 2018). Addi ionally, e idence sugges s ha social media usage c ea es bene i s o SME cus ome s leading o sus ainabili y (Mason e al., 2021; Amoah e al., 2021). Schola s ha e desc ibed sus ainabili y as well-balanced i ms’ inancial, en i onmen al, echnological, and social-economic esou ces (Ga bie, 2014). Fo Kuhlman and Fa ing on (2010) sus ainabili y e e s o main aining he wel a e and well-being o i ms wi hin a speci ic pe iod o inde ini ely. Lu h a e al. (2015) obse ed ha SMEs can achie e sus ainabili y h ough inc eased social media usage. Simila ly, Rau e al. (2019) epo ha social media usage posi i ely in luences SMEs’ business sus ainabili y. B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 2 o 20 Despi e he compelling na u e o social media, p io s udies ha e ocused on business- o- consume (B2C) and la ge en e p ises’ in eg a ion o social media o business pe o mance and g ow h (Rapp e al., 2013; Abuhashesh, 2014; Ba czyk & Duncan, 2012). Howe e , limi ed esea ch s udies ha e been conduc ed on he in eg a ion o digi al ma ke ing communica ion ools, pa i- cula ly, social media on i ms’ sus ainabili y in he con ex o SMEs (Du o & Be ge on, 2016; Kuma e al., 2017; De V ies e al., 2017). Fo ins ance, F accas o o e al. (2021) e idenced ha in eg a ion o social media allows SMEs o engage in e na ional p ospec s and p oposed ha SMEs should emb ace social media ma ke ing as a holis ic ma ke ing s a egy in hei business ope a ions. Simila ly, B ink (2017) submi s ha inco po a ing social media in o SME ac i i ies leads o sus ain- abili y. Olayah (2019) u he e idenced he use o social media o SMEs, since i has become a aluable in o ma ion ool o achie ing o ganiza ional e ec i eness and called o u u e s udies o explo e how social media can be in eg a ed in o SMEs’ business ope a ions o sus ainabili y om eme ging coun ies’ pe spec i e. Mo eo e , he in eg a ion o social media in o SME’s sus ain- abili y emains unde -explo ed in he con ex o de eloping coun ies (Ogwu e al., 2022; Rakshi e al., 2021). To ill his esea ch gap, he cu en s udy in es iga es how SMEs in eg a e social media in o hei business pe o mance, and i s impac on sus ainabili y in eme ging economies, pa icula ly Ghana. This s udy a emp s o ad ance he cu en knowledge o social media applica- ions in eg a ion and SMEs’ sus ainabili y, especially om eme ging economies pe spec i e. Mo eo e , he s udy would ha e s ong implica ions o bo h manage s and policymake s aiming o imp o e SMEs’ sus ainabili y. The es o he pape is a anged as ollows: li e a u e e iew, me hodology, indings/ esul s, discussions, and conclusion. 2. Li e a u e e iew and hypo heses de elopmen 2.1. Social media engagemen heo y (SMET) Social media channels encou age use s o inc ease hei numbe o ollowe s and p ospec i e cus ome s (P ahalad & Ramaswamy, 2004). In his con ex , cus ome engagemen esea ch has bols e ed he social engagemen heo y applicable o boos ing he pe o mance o businesses (Oli ei a e al., 2020). SMET heo y holds ha social media applica ions enable o ganiza ions o communica e wi h cus ome s and mee o ganiza ional goals. Acco ding o P ahalad & Ramaswamy, (2004), echnology plays a c ucial ole in gene a ing he unde lying pla o m equi ed o acili a e social in e ac ions be ween geog aphically and empo ally dispe sed use s. The ise o social media is due in la ge pa o he e olu ion o echnology o p o ide a unique use expe ience ha enables use s o connec in p e iously impossible ways. This s udy applies he de ini ion o expe ience as he con en o di ec obse a ion o pa icipa ion in an e en o he use expe ience unde conside a ion. Acco ding o he ene o he SMET, social in e ac ions shape he use expe ience by os e ing a pe sonalized ela ionship be ween use s, p o iding a anspa en means o communica ion, p o iding access o social esou ces such as iends, acquain ances, and amily membe s, and de ining he po en ial bene i s and cos s o engaging in social media (Gangi & Wasko, 2016). Le e aging he SMET, G o e and Ka (2020) examined how se ice ad e isemen and p omo- ional wee s on Twi e enable businesses’ p o i abili y. The s udy p o e s ha , con en ype, ype, and ime o ma ke ing campaigns help build a s ong b and. de Oli ei a e al. (2020) a e ha cus ome engagemen has a signi ican alue o businesses, ha ing a di ec impac on i m pe o mance, beha io al in en ion, and wo d-o -mou h. Fu he ing his, Cao e al. (2021) add ha , hedonic consump ion p oduces nea ly h ee imes g ea e cus ome engagemen o i m pe o mance e ec s han u ili a ian consump ion. In e ec , a signi ican e ec is ac ualized by u ilizing social media wi h subs an ial e ec s on he engagemen beha io s o consume s. Dwi edi e al. (2021) ein o ce ha , B2B companies ha e a lo o bene i om in eg a ing social media in hei ma ke ing s a egies adding ha , social media has a posi i e e ec on cus ome sa is ac ion, acquisi ion o new cus ome s, sales, s akeholde engagemen , and os e ing cus ome ela ion- ships. Mo eo e , he sus ainabili y o companies posi i ely co ela es wi h he use o social media h ough a success ul ans o ma ion o cons an cus ome engagemen . F om he o gone, we B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 3 o 20 a gue ha cus ome engagemen as an in insic mo i a ion o a psychological s a e plays a di ec ole in he pe o mance and sus ainabili y o companies. Mo eo e , cus ome ac i i ies, such as ansac ions, a e equi ed, as a e pe haps social media beha io s ha elabo a e on b and- ela ed social media con en as a o m o ad e ising. 2.2. Social media Acco ding o Kaplan and Haenlein (2010), social media has become an e ec i e business pla o m upon which indi iduals sha e in o ma ion and build ne wo ks. Pe e s e al. (2013) iden i ied social media as “dynamic, in e connec ed, egali a ian, and in e ac i e o ganisms”. Consequen ly, hese social media’s dis inc i e ea u es ha e b ough a signi ican shi in he cu en ma ke si ua ion (Li e al., 2020). The dynamic na u e o social media applica ions has gene a ed di e en cybe - space o sha ing in o ma ion and sen imen (Jib il e al., 2019; Kaplan & Haenlein, 2010). Fo ins ance, Google+, Twi e , LinkedIn, Facebook, WeCha , and Ins ag am a e among he well-known social ne wo k pla o ms (Al-Em an, 2015). Mulle and Pe es (2019) obse ed ha social ne wo ks such as Facebook, Twi e , Ins ag am, WeCha , Wha sApp, and YouTube ha e acili a ed social in e ac ions which ha e measu able alue o o ganiza ions. P incipally, social media a e consid- e ed an inno a i e ma ke ing ool ha s imula es clien pa icipa ion and in e ac ion in he con ex o ma ke ing (Bai & Yan, 2021; Guha e al., 2018). Thus, social media is seen as e ol ing way o conduc ing business, empowe ing i ms o c ea e a mu ual ela ionship wi h cus ome s and s akeholde s (Ali Qala i e al., 2020; AL-Mash a i & Khan, 2022; Li e al., 2020). P io s udies ha e acknowledged he signi icance o social media in consume buying decisions (Ka ona e al., 2011; Chen e al., 2011; Nai e al., 2010). Gnizy (2019) obse ed ha social media is a new s a egic ool o gene a ing new ideas, cus ome analysis, and ma ke esea ch. In his con ex , social media as a new echnological ool has become mo e signi ican o SME sus ainable pe o mance (Bas i & Siam, 2019; Ha meling e al., 2017). Wi h he inc easing bene i o social media, i ms can use social media o assis in a and in e -o ganiza ional ac i i ies; such as collabo a i e lea ning (Ansa i & Khan, 2020; Knowles & Coone , 2016); knowledge sha ing (Y. A. Ahmed e al., 2019; Oos e ink e al., 2016), b and managemen s a egies (Bil o e al., 2022; Mo o & Ri a, 2018; Sadh, 2019); and collabo a i e p oduc de elopmen (Pille e al., 2012; Yenicioglu & Sue dem, 2015). A ecen s udy by Sompolg unk e al., (2022) p o ed ha social media usage has a posi i e e ec on SME business pe o mance. 2.3. Social media usage and SMEs i m pe o mance The s udy’s indings ha e highligh ed he signi ican impac o social media usage on SME pe o - mance in eme ging economies (Amoah e al., 2021; Ogil ie e al., 2018; Bo ah e al., 2022; Eze e al., 2021). A s udy conduc ed by Baka and Zaini (2022) e idenced ha social media is an essen ial inno a i e ool o achie ing SMEs sus ainabili y. A pape published by Bas i and Siam (2019) epo s ha he e ec i eness o social media allows SMEs o con ey in o ma ion o cus ome s, and engage hem, which leads o be e cus ome ela ionship managemen . Pa icula ly, Bo ah e al. (2022) explain ha SMEs ecei e eedback om cus ome s h ough social media, which posi i ely in luences business communica ion and pe o mance. Fu he mo e, Casaló e al. (2021) concluded ha social media usage has a s ong and posi i e e ec on SME pe o - mance. Ali Qala i e al. (2020) examined he adop ion o social media and i s impac on SMEs’ pe o mance. Thei indings e ealed a posi i e signi ican ela ionship be ween social media usage and SME business g ow h. In addi ion, Amoah e al. (2021) e idenced a posi i e ela ionship be ween social media usage and SME p oduc i i y. Simila ly, Öz amu and Ka akadıla (2014) s udy on social media’s ole in SME pe o mance epo ed a posi i e in luence o social media usage on SMEs pe o mance. Besides, he indings o Du o and Be ge on (2016) main ained ha social media usage has a posi i e co ela ion wi h SMEs’ pe o mance in compe i i e ad an age, e ec i e in e nal communica ion, and cus ome ela ionship managemen . Mo eo e , Qala i e al. (2022) ecen ly obse ed a signi ican in luence o social media usage on SME pe o mance. We a gue ha SMEs mus u ilize social media o acili a e cus ome se ice, and c ea e alue, which is c ucial o a i m’s sus ainabili y. The au ho s p oposed ha social media should be assessed B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 4 o 20 ex ensi ely, emphasizing social media pla o ms as a ool o achie ing SMEs’ sus ainabili y. Acco dingly, we hypo hesized ha : H1: Social media usage di ec ly and posi i ely ela es o SME i ms’ Pe o mance. 2.4. In eg a ing social media in o SME’s Fi m pe o mance A s udy conduc ed by Bashi e al. (2017) ad anced an in eg a ed amewo k o social media o SMEs’ de elopmen . The s udy u he submi s ha SMEs should inco po a e comp ehensi e social media ma ke ing in o hei o e all ma ke ing objec i es o sus ainabili y (Du e al., 2016; Debo ah e al., 2017). P e iously, se e al s udies ha e shown a signi ican connec ion be ween social media in eg a ion and SME pe o mance in eme ging economies (Amoah e al., 2021; A anasso a & Cla k, 2015; Hi chen e al., 2017). Cheng e al. (2018) obse ed ha SMEs adop social media because o i s e ec i eness and isibili y. Azemi and Ozuem (2015) ad oca ed ha compe ing in cu en globaliza ion d i es SMEs’ adop ion o echnology, pa icula ly social media. A simila s udy on he in eg a ed usage o social media epo ed a signi ican in luence o social media in eg a ion on SME pe o mance h ough inc eased sales and cus ome sa is ac ion (Khan e al., 2019). Wa da i and Mahend awa hi (2019) also indica ed ha social media in eg a ion inc eases SMEs’ isibili y o he a ge audience, hence inc easing sales. Mo eo e , Rakshi e al. (2021) examined social media in eg a ion on SME new p oduc de elopmen and concluded ha social media in eg a ion enables SMEs o ocus mo e on cus ome s. In he con ex o SME manu ac u ing i ms, A. Ahmed e al. (2022) s udied how social media in eg a ion a ec s eme ging manu ac u ing SMEs. U ilizing da a om eme ging ma ke manu ac u ing SMEs, he s udy ound a posi i e connec ion be ween social media and SMEs’ sus ainabili y. Howe e , in eg a ing social media is a ec ed by echnological, en i onmen al, and o ganiza ional ac o s (E endi e al., 2020; Nguyen e al., 2021; Qala i e al., 2022). O he s udies ha e p o en ha social media in eg a ion in SME manu ac u ing i ms’ ope a ions has esul ed in iden i ying new ma ke oppo uni ies, inc eased b and awa eness, and inc eased ma ke sha e (B uce e al., 2022). The e o e, his s udy a gues ha inco po a ing social media by SMEs in o hei business ope a ions can con ibu e posi i ely o business pe o mance and sus ainabili y. Hence, we hypo hesize ha : H2: In eg a ing social media in o SME manu ac u ing i ms will posi i ely a ec hei Pe o mance. 2.5. Social media usage and i ms’ sus ainabili y Nowadays, i ms a e inc easingly adop ing and in eg a ing social media o connec wi h s ake- holde s and sha e aluable in o ma ion o be compe i i e (Beni ez e al., 2020; Salim e al., 2020). Njiku and Nyamsogo o (2019) de ine sus ainabili y as “ he i m’s abili y o achie e i s goals and main ain consis ency o e a long pe iod”. F om a SMEs pe spec i e, sus ainabili y is comp ised o accomplishing a balance be ween social, economic, and inancial esou ces (U Rahman e al., 2020). Acco ding o Vesal e al. (2020), sus ainabili y is one o he essen ial c i e ia o a ac ing cus ome s and s akeholde s. By in eg a ing social media usage in o co po a e ma ke ing s a e- gies, i ms can os e good ela ionships wi h sus ainabili y-o ien ed cus ome s. Recen s udies ha e shown ha i ms’ sus ainabili y can be a ained ia social media usage due o i s in e ac i e na u e (Amoah e al., 2021; Hu e al., 2019; Jha & Ve ma, 2022; Mason e al., 2021). The published esea ch also indica ed he posi i e link be ween social media usage and SME sus ainabili y (B uce e al., 2022; Bo ah e al., 2022; D essle & Pauno ic, 2021). Salim e al. (2020) o ins ance, e idenced ha e ec i e u iliza ion o social media posi i ely a ec s SME sus ainabili y. Acco ding o he wo ks o (Pu wan o e al., 2022; Russo e al., 2021), SMEs used social media as a aluable esou ce o in e ac wi h cus ome s and o he po en ial in es o s on hei sus ainabili y ini ia i es and en i onmen al goals. Thus, social media enable SMEs o manage p o i able cus o- me s, he eby inc easing cus ome -based p o i pe o mance (U Rahman e al., 2020; Lu e al., 2009). Addi ionally, Bai d and Pa asnis (2011) epo ed ha social media imp o es SMEs’ inancial B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 5 o 20 pe o mance, and educes in e nal ope a ions, decision-making e iciency, and inno a i e business p ocesses, which in u n leads o sus ainable pe o mance. Based on he li e a u e, his s udy a gued ha social media play a signi ican ole in SME sus ainabili y, The e o e, we p oposed ha : H3: Social Media Usage has a posi i e e ec on SME i ms’ sus ainabili y. 2.6. Rela ionship be ween social media usage and SMEs manu ac u ing i ms pe o mance The manu ac u ing sec o is he sec o wi h high social media usage (Jukić & Me lak, 2017; Pa een e al., 2015; Uya & Boya , 2015). Social media plays a signi ican ole in empowe ing i ms o achie e e ec i eness (Ayokunmi e al., 2022; Ha ono & Sheng, 2016). In his con ex , manu ac- u ing i ms can u ilize social media o achie e o ganiza ional success; o ins ance, social media usage con ibu es o i m sus ainable pe o mance (Abbas e al., 2019; Jib il e al., 2019; Ko csmá os & Csinge , 2022; Rialp-C iado & Rialp-C iado, 2018). The e o e, i is c ucial o explo e he associa ion be ween social media and SME manu ac u ing i ms’ pe o mance (Wang e al., 2016; Fol ean e al. 2019). Acco ding o B aojos-Gomez e al. (2015), social media mus be a undamen al pa o an o ganiza ion’s s a egy due o i s inno a i eness, which ul ima ely leads o imp o ed business pe o mance. P e iously conduc ed esea ch wo ks ha e examined he social media usage ela ionship wi h manu ac u ing i ms’ pe o mance (Si, 2015; Allan & Nime Ali, 2017; Mish a, 2016; Syai ullah e al., 2020). Hassani and Mosconi (2022) epo s ha SME manu ac u ing i ms sha e in o ma ion and ideas on social media pla o ms. Acco dingly, an empi ical in es iga ion by A cu i (2021) concluded ha social media posi i ely a ec SME manu- ac u ing i ms’ pe o mance in he con ex o de eloping coun ies. B aojos-Gomez e al. (2015) used 100 small U.S. i ms om he 2013 Fo bes Ame ica’s Bes Small Companies anking and epo ed ha social media capabili ies enable manu ac u ing i ms o achie e sus ainabili y. A s udy conduc ed by Cabiddu e al. (2014) indings indica ed ha social media ha e posi i e e ec s on SME manu ac u ing pe o mance. Fu he mo e, Syai ullah e al. (2021) con i med a posi i e ela ionship be ween social media usage and SME manu ac u ing i ms’ pe o mance. Salim e al. (2020) sampled 211 manu ac u ing i ms and ound ha social media usage has a signi ican in luence on SME pe o mance in he con ex o Malaysia. In addi ion, Lam e al. (2016) s udy on social media usage on manu ac u ing pe o mance and epo ed ha social media u iliza ion assis s o ganiza ional in o ma ion low and knowledge sha ing. The au ho ’s indings u he submi ha social media posi i ely a ec SME manu ac u ing i ms’-cus ome in e ac ion and in e nal and ex e nal collabo a ion. Howe e , an empi ical s udy by Mish a (2016) ound an insigni ican e ec o social media u iliza ion on he pe o mance o SMEs in he con ex o India. The s udy u he p oposed he inco po a ion o social media ma ke ing in SME manu ac u ing i ms’ ac i i ies o e ec i eness and lexibili y. Recen ly, se e al s udies ha e e idenced a posi i e ela ionship be ween social media usage and SMEs manu ac u ing i ms’ pe o mance (Cepeda- Ca ion e al., 2022; Gaglio e al., 2022; Jha & Ve ma, 2022; Opa a & Onye-Chinedu, 2022) which ul ima ely a ec i ms’ sus ainabili y. Thus, we a gue ha social media usage has a di ec link o SME pe o mance: H4: Social Media Usage ela es posi i ely o SMEs Manu ac u ing Fi ms Pe o mance 3. Me hodological app oach 3.1. Sample, da a collec ion, and analy ic echniques The esea ch employed non- andom sampling echniques, speci ically snowball sampling. This me hod o sampling is employed when he esea che selec s he sample’s pa icipan s. To begin, he s udy objec i e was o assess he ela ionship be ween social media, i m pe o mance, and i m sus ainabili y o SMEs in Ghana’s manu ac u ing indus y. The pu posi e and snowball sampling echniques we e adop ed in choosing he a ge ed esponden s om i e Ghanaian B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 6 o 20 egions pa icula ly: G ea e , Cen al, Ashan i, Wes e n and Eas e n espec i ely. These ypes o sampling a e deployed when i is c i ical in choosing pa icipan s who ha e a ho ough unde - s anding o he subjec gi en he s udy’s ocus on social media usage and a i m’s pe o mance. Using good judgmen , scien is s belie e hey can ga he a ep esen a i e sample while also sa ing ime and money as e ealed (Al- Bu aiki & Khan, 2018; Black, 2019; E ikan e al., 2016). The ques ionnai e was adminis e ed o bo h employees and manage ial s a o he selec ed SMEs in he manu ac u ing sec o . The selec ion o he manu ac u ing sec o o da a collec ion is a esul o i s con ibu ion o he g ow h o he economy (Gusme o i e al., 2019). The snowball me hod was used o help each a a ge numbe o social media ne wo k pa icipan s. In his case, pa icipan s may ecommend o he s o pa icipa e in he cu en su ey. The s uc u ed ques ion- nai e was di ided in o wo sec ions. Sec ion A o he ques ionnai e con ains he demog aphics o he esponden s whiles he second pa con ains ques ions on he s udy cons uc s. Da a collec ion was done wi h cau ion due o Co id-19 p o ocols. The da a collec ion p ocess used bo h ha d copy and so copy ques ionnai es a he same ime. The ha d copy ques ionnai e was dis ibu ed o he p emises o he selec ed SMEs in he manu ac u ing ia in e cep , while he so copy (link) was dis ibu ed o pa icipan s upon eques . A pilo s udy was conduc ed wi h 35 SME i ms who a e using he echnology (social media use s) be o e he main da a collec ion o cla i y he a iables (o cons uc s) unde s udy. Rega dless, C onbach alpha alues we e used o assess he eliabili y and alidi y o he selec ed cons uc s. The main da a collec ion ook ou mon hs on a e age (May-Augus 2022). A e in alid eplies we e elimina ed om he da a se due o anomalies such as duplica ion, emp y ields, incomple e assessmen s, and o e ly ambi ious e alua ions (Elgab y, 2019), 417 legi ima e esponses emained, ep esen ing 81.76 pe cen o he o al 510 esponses. The inal da a se ’s cha ac e is ics o he esponden s a e shown in Table 1, (see Appendix B o he a icle ques ionnai e and measu emen ). In e ms o da a analy ics, he concep ual amewo k and accompanying hypo heses we e es ed using he PLS-SEM (Pa ial leas squa es and s uc u al equa ion modeling) echnique. This was made possible by u ilizing he ADANCO so wa e e sion 2.2.1. (Hensele , 2017). SPSS so wa e was used o he desc ip i e s a is ics. The esea che s ad ised he esponden s no o p o ide any speci ics. As e ealed by Amoah e al. (2021), his is o ensu e a high e hical s anda d o esea ch. Acco ding o a p elimina y inding om he p o iles o he esponden s, he e we e mo e male esponden s o he poll (85.5 pe cen ) han ha emale (19.5 pe cen ) esponden s. Again, in e ms o he age ange, mos pa icipan s (44.7%) a e unde he age o wen y-six o hi y- i e, indica ing ha mos o hem a e unde g adua e s uden s (bachelo ’s). 3.2. Measu emen o he cons uc s and es o common me hod a iance (CMV) In de e mining he cons uc s’ alidi y, he esea che s d ew on p e ious esea ch. Sus ainabili y (Amoah e al., 2021, Pa ma e al., 2021), i ms’ pe o mance (de Oli ei a e al., 2020; Ta sakoo & Cha oensukmongkol, 2019), social media in eg a ion (Abuhashesh, 2014; Ja aeed e al., 2020; Killian & McManus, 2015), and he p edic o cons uc social media usage (Pe in, 2015; Tajudeen e al., 2018; P a een e al., 2015) we e hus used as s udy cons uc s. The s udy cons uc s we e measu ed using a i e-poin Like scale (Comple ely Disag ee (1), Disag ee (2), Neu al (3), Ag ee (4), and Comple ely Ag ee (5) as used in cu en wo ks like (Allen & Seaman, 2007; De ick & Whi e, 2017). Since he da a o he cu en s udy we e collec ed independen ly, he likelihood o common me hod a iance is ela i ely high. In addi ion, he s udy’s pa icipan s we e gua an eed ha hei in o ma ion would be kep p i a e and ad ised ha he e was no igh o inco ec esponse o any o he su ey’s ques ions. Acco ding o he indings o Bagozzi, (1998), he p esence o Common Me hod Bias (CMB) was disco e ed, p omp ing he esea che s o design he ques ionnai e wi h he desc ip ion on he i le page and o ea esponden s o pa icipan s wi h he u mos con idence. To iden i y he p esence o Common Me hod Bias, he esea che s i s conduc ed a mul icollinea i y es in ol ing he VIF ( a iance in la ion ac o ) (CMV). Acco ding o he indings o he pos -hoc analysis, CMV only exis s o a e y limi ed ex en based on VIFs whe e he h esholds a e ewe han en (10) as shown (see, Kock & Hadaya, 2018; Podsako e al., 2003; Salme ón e al., B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 7 o 20 2020). Finally, he CMB issues in his su ey a e ega ded as mino , so he CMB is o less conce n. 4. Model measu emen The Dijks a-Hensele ho and C onbach alpha coe icien s we e used o igo ously assess he cons uc s’ eliabili y and alidi y because he PLS-SEM applica ion li e a u e o schola ly wo ks (Hai e al., 2017, 2019) se ed as he esea che s’ mo i a ion. Because he coe icien alues a e all g ea e han 0.5 (see, Table 2 below), i indica es ha he cons uc s ha e he s onges coe icien s as de ined by (Bagozzi, 1998; Hai e al., 2019). The ADANCO 2.0 e sion was used o assess he psychome ic p ope ies o he unde lying i ems o he esea ch cons uc s. Again, he Table 1. P o ile o Responden s’ In o ma ion De ails F equency Pe cen age (%) Gende Male 336 80.50 Female 81 19.50 Age 18–25 yea s 33 7.90 26–35 yea s 186 44.70 36–45 yea s 142 33.90 45–55 yea s 35 8.5 Abo e 55 yea s 21 5.00 Educa ional Le el SSSCE 67 16.10 Diploma/HND/Bachelo 121 28.90 Mas e s/Pos G adua e Diploma 164 39.40 O he s 65 15.60 O ganiza ional Size Medium 1–10 employees 63 15.00 Small (11–50 employees) 125 30.00 Medium (51–100 employees) 152 36.50 La ge (100 abo e) 77 18.50 Company Websi es Yes 323 77.40 No 94 22.60 SM Pla o ms Used Facebook 150 35.80 Twi e 46 11.10 Ins ag am 102 24.50 LinkedIn 56 13.50 All he abo e 63 15.10 How o en SM pla o ms a e used Daily 184 44.00 Once a week 87 20.90 Mo e han a week 88 21.20 Once a mon h 58 13.90 SM Pla o ms Used Facebook 124 29.60 Twi e 32 7.70 Ins ag am 40 9.70 LinkedIn 32 7.60 All he abo e 189 45.40 Sample Size Used 417 100 Sou ce: Field da a (May-Augus 2022), e ie ed om google o m and ha d copy B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 8 o 20 a ec s SMEs’ sus ainabili y agendas, u u e esea ch migh compa e and analyze da a om SMEs in sepa a e sec o s, in addi ion o he manu ac u ing sec o , which was he s udy’s exclusi e ocus. Acknowledgemen s This wo k is suppo ed by Tomas Ba a Uni e si y in Zlin h ough; IGA/FaME/2021/005. Signi ican ac o s in he sus- ainabili y o economic g ow h wi h a ocus on he SME segmen . Funding The au ho s ecei ed no di ec unding o his esea ch. Au ho de ails Emmanuel B uce 1 Solomon Keelson 2 John Amoah 3 Sulemana Bankuo u Egala 4 E-mail: [email p o ec ed] ORCID ID: h p://o cid.o g/0000-0002-1070-5480 1 School o Managemen and Economics, Uni e si y o Elec onic Science and Technology o China, Chengdu, Zlin, China. 2 Tako adi Technical Uni e si y, Depa men o Ma ke ing and S a egy, Tako adi, Ghana. 3 Depa men o Business Adminis a ion, Facul y o Managemen and Economics, Tomas Ba a Uni e si y in Zlin, Mos ni, Czech Republic. 4 Depa men o In o ma ics, Facul y o ICT, SD Dombo Uni e si y o Business and In eg a ed De elopmen S udies, Wa, Ghana. Disclosu e s a emen No po en ial con lic o in e es was epo ed by he au ho (s). Ci a ion in o ma ion Ci e his a icle as: Social media in eg a ion: An oppo u- ni y o SMEs sus ainabili y, Emmanuel B uce, Solomon Keelson, John Amoah & Sulemana Bankuo u Egala, Cogen Business & Managemen (2023), 10: 2173859. Re e ences Abbasi, K., Alam, A., Du, M., & Huynh, T. L. D. (2021). FinTech, SME e iciency, and na ional cul u e: E idence om OECD coun ies. Technological Fo ecas ing and Social Change, 163, 120454. h ps:// doi.o g/10.1016/j. ech o e.2020.120454 Abbasi, G. A., Goh, Y. N., & A i in, S. K. (2019). S imula ing online buying beha io among millennials in Pakis an: A concep ual model and esea ch p oposi ions. Jou nal o En ep eneu ship, Business, and Economics, 7(2), 189–219. Abbas, J., Mahmood, S., Ali, G., Ali Raza, M., Ali, G., Aman, J., & Nu unnabi, M. (2019). The e ec s o co po a e social esponsibili y p ac ices and en i onmen al ac o s h ough a mode a ing ole o social media ma ke ing on he sus ainable pe o mance o business i ms. Sus ainabili y, 11(12), 3434. h ps://doi.o g/10.3390/ su11123434 Abed, S. S. (2020). Social comme ce adop ion using TOE amewo k: An empi ical in es iga ion o Saudi A abian SMEs. In e na ional Jou nal In o ma ion and Managemen , 53, 102118. h ps://doi.o g/10.1016/j. ijin omg .2020.102118 Abed, S., Dwi edi, Y., & Williams, M. (2016). Social comme ce as a business ool in Saudi A abia’s SMEs. In e na ional Jou nal o Indian Cul u e and Business Managemen , 13 (1), 1. h ps://doi.o g/10.1504/IJICBM.2016.077634 Abuhashesh, M. Y. (2014). In eg a ion o social media in businesses. In e na ional Jou nal o Business and Social Science, 5, 8. Acquis i, A., & Fong, C. (2020). An expe imen in hi ing disc imina ion ia online social ne wo ks. Managemen Science, 66(3), 1005–1024. h ps://doi. o g/10.1287/mnsc.2018.3269 Ahmed, Y. A., Ahmad, M. N., Ahmad, N., & Zaka ia, N. H. (2019). Social media o knowledge-sha ing: A sys ema ic li e a u e e iew. Telema ics and In o ma ics, 37, 72–112. h ps://doi.o g/10.1016/j. ele.2018.01.015 Ahmed, A., Bha i, S. H., Gölgeci, I., & A slan, A. (2022). Digi al pla o m capabili y and o ganiza ional agili y o eme ging ma ke manu ac u ing SMEs: The med- ia ing ole o in ellec ual capi al and he mode a ing ole o en i onmen al dynamism. Technological Fo ecas ing and Social Change, 177, 121513. h ps:// doi.o g/10.1016/j. ech o e.2022.121513 Ainin, S., Pa een, F., & Mogha emi, S. (2015). Fac o s In luencing he Use o Social Media by SMEs and I s Pe o mance Ou comes. h ps://doi.o g/10.1108/ IMDS-07-2014-0205 Al-Em an, M. (2015). Hie a chical Rein o cemen Lea ning - A Su ey. In e na ional Jou nal o Compu ing and Digi al Sys ems, 4(2), 137–143. h ps://doi.o g/10. 12785/ijcds/040207 Alkha eeb, M. A., & Abdalla, R. A. (2021). Social media adop ion and i s impac on SMEs Pe o mance. A Case S udy o Pales ine. S udies o Applied Economics, 39(7), 7. h ps://doi.o g/10.25115/eea. 39i7.4872 Allan, M. A. (2017). Employing social media websi es and i s ole in de e mining he a ge ed audience o ma ke ing wi hin clo h manu ac u ing sec o in Jo dan. CDATA[Inno a i e Ma ke ing, 13(2), 47–55. h ps://doi.o g/10.21511/im.13(2).2017.05 AL-Mash a i, S., & Khan, Z. A. (2022). Impac o ad an a- geous campaigns on cus ome -b and ela ionship building h ough social media ma ke ing. Jou nal o Business and Managemen S udies, 4(1), 34–41. h ps://doi.o g/10.32996/jbms.2022.4.1.5 Amoah, J., Jib il, A. B., & Ak am, U. (2021). Social media as a p omo ional ool owa ds SME’s de elopmen : E idence om he inancial indus y in a de eloping economy. Cogen Business & Managemen , 8(1), 1. h ps://doi.o g/10.1080/23311975.2021.1923357 Amoah, J., Nu ako , F., Li, J., Jib il, A. B., San ul, B., & Odei, M. A. (2021). An eceden s o social media usage in ensi y in he inancial sec o o an eme ging econ- omy: A Pls-Sem Algo i hm. Managemen & Ma ke ing. Challenges o he Knowledge Socie y, 16(4), 387–406. h ps://doi.o g/10.2478/mmcks-2021-0023 Ansa i, J. A. N., & Khan, N. A. (2020). Explo ing he ole o social media in collabo a i e lea ning he new domain o lea ning. Sma Lea ning En i onmen s, 7 (1), 1–16. h ps://doi.o g/10.1186/s40561-020- 00118-7 A cu i, A. (2021). Measu ing he Impac o In e na ionaliza ion on i ms’ abili y o se e exis ing ma ke s: A new analy ical ool o manu ac u ing SMEs. SSRN Elec onic Jou nal. h ps://doi.o g/10. 2139/ss n.3781051 Asa e, R., Aku obea, M., Quaye, W., & A a-An wi, K. (2015). Cha ac e is ics o mic o, small and medium en e p ises in Ghana: Gende and implica ions o economic g ow h. A ican Jou nal o Science, Technology, Inno a ion and De elopmen , 7(1), 26–35. h ps://doi.o g/10.1080/ 20421338.2014.979651 A anasso a, I., & Cla k, L. (2015). Social media p ac ices in SME ma ke ing ac i i ies: A heo e ical amewo k B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 15 o 20 and esea ch agenda. Jou nal o Cus ome Beha iou , 14(2), 163–183. h ps://doi.o g/10.1362/ 147539215X14373846805824 Ayokunmi, L. A., Seman, N. A. A., & Rashid, U. K. (2022). The ela ionship be ween social media ma ke ing and SMEs pe o mance in Nige ia: A sys emic li e a- u e e iew. Jou nal o Posi i e School Psychology, 6 (3), 8665–8673. Azemi, Y., & Ozuem, W. (2015). Social media and SMEs in ansi ion coun ies. In Compu e -media ed ma ke - ing s a egies: Social media and online b and com- muni ies (pp. 114–133). IGI Global. Bai d, C. H., & Pa asnis, G. (2011). F om social media o social cus ome ela ionship managemen . S a egy Leade sh, 39(5), 30–37. h ps://doi.o g/10.1108/ 10878571111161507 Bai, L., & Yan, X. (2021). Impac o social media capabili y on i m pe o mance: New e idence om China. Asian Business & Managemen . h ps://doi.o g/10. 1057/s41291-021-00156-0 Bashi , N., Papamichail, K. N., & Malik, K. (2017). Use o social media applica ions o suppo ing new p oduc de elopmen p ocesses in mul ina ional co po a ions. Technological Fo ecas ing and Social Change, 120, 176–183. h ps://doi.o g/10.1016/j. ech o e.2017.02.028 Bas i, W. S. M., & Siam, M. R. (2019). Social media and co po a e communica ion an eceden s o SME sus- ainabili y pe o mance: A concep ual amewo k o SMEs o A ab wo ld. Jou nal o Economic and Adminis a i e Sciences, 35(3), 172–182. h ps://doi. o g/10.1108/JEAS-01-2018-0011 Belás, J., Amoah, J., D o ský, J., & Šuleř, P. (2021). The impo ance o social media o managemen o SMEs. Economics and Sociology, 14(4), 118–132. Beni ez, J., Ruiz, L., Cas illo, A., & Llo ens, J. (2020). How co po a e social esponsibili y ac i i ies in luence employe epu a ion: The ole o social media capabili y. Decision Suppo Sys ems, 129, 113223. h ps://doi.o g/10.1016/j.dss.2019.113223 Bil o, R. G., Lou ei o, S. M. C., & Dos San os, J. F. (2022). Mass ige s a egies on social media: The in luence on sen imen s and a i ude owa d he b and. In e na ional Jou nal o Consume S udies, 46(4), 1113–1126. h ps://doi.o g/10.1111/ijcs.12747 Bo ah, P. S., Iqbal, S., & Akh a , S. (2022). Linking social media usage and SME’s sus ainable pe o mance: The ole o digi al leade ship and inno a ion cap- abili ies. Technology in Socie y, 68, 101900. h ps:// doi.o g/10.1016/j. echsoc.2022.101900 B aojos-Gomez, J., Beni ez-Amado, J., & Llo ens-Mon es, F. J. (2015). How do small i ms lea n o de elop a social media compe ence? In e na ional Jou nal o In o ma ion Managemen , 35(4), 443–458. h ps:// doi.o g/10.1016/j.ijin omg .2015.04.003 B ink, T. (2017). B2B SME managemen o an eceden s o he applica ion o social media. Indus ial Ma ke ing Managemen , 64, 57–65. h ps://doi.o g/10.1016/j. indma man.2017.02.007 B uce, E., Shu ong, Z., Akakpo, A., & Oppong, J. (2022). Impac o social media on s a -up su i al: Quali a i e e idence om Ghana. Jou nal o Managemen , Economics, and Indus ial O ganiza ion, 6(2), 48–69. h p://doi.o g/10.31039/jomeino.2022.6.2.4 B uce, E., Shu ong, Z., Egala, S. B., Amoah, J., Ying, D., Rui, H., & Lyu, T. (2022). Social media usage and SME Fi ms’ sus ainabili y: An in ospec i e analysis om Ghana. Sus ainabili y, 14(15), 9433. h ps://doi.o g/ 10.3390/su14159433 Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Unde s anding consume s’ social media engagemen beha io : An examina ion o he mode a ion e ec o social media con ex . Jou nal o Business Resea ch, 122, 835–846. h ps://doi.o g/10.1016/j.jbus es.2020. 06.025 Cepeda-Ca ion, I., O ega-Gu ie ez, J., Ga ido-Mo eno, A., & Cega a-Na a o, J. G. (2022). The media ing ole o knowledge c ea ion p ocesses in he ela- ionship be ween social media and open inno a ion. Jou nal o he Knowledge Economy, 1–23. Cheng, C. C. J., & Shiu, E. C. (2019). How o enhance SMEs cus ome in ol emen using social media: The ole o Social CRM. In e na ional Small Business Jou nal: Resea ching En ep eneu ship, 37(1), 22–42. h ps:// doi.o g/10.1177/0266242618774831 Ci elek, M., Gajdka, K., S ě lík, J., & Va ečka, V. (2020). Di e ences in he usage o online ma ke ing and social media ools: E idence om Czech, Slo akian and Hunga ian SMEs. Equilib ium. Qua e ly Jou nal o Economics and Economic Policy, 15(3), 537–563. Dahnil, M. I., Ma zuki, K. M., Langga , J., & Fabeil, N. F. (2014). Fac o s in luencing SMEs adop ion o social media ma ke ing. P ocedia - Social and Beha io al Sciences, 148, 119–126. h ps://doi.o g/10.1016/j. sbsp o.2014.07.025 de Oli ei a San ini, F., Ladei a, W. J., Pin o, D. C., He e , M. M., Sampaio, C. H., & Babin, B. J. (2020). Cus ome engagemen in social media: A amewo k and me a-analysis. Jou nal o he Academy o Ma ke ing Science, 48(6), 1211–1228. h ps://doi.o g/ 10.1007/s11747-020-00731-5 De ick, B., & Whi e, P. (2017). Compa ing wo samples om an indi idual Like ques ion. In e na ional Jou nal o Ma hema ics and S a is ics, 18, 3. de V ies, L., Gensle , S., & Lee lang, P. S. (2017). E ec s o adi ional ad e ising and social messages on b and-building me ics and cus ome acquisi ion. Jou nal o Ma ke ing, 81(5), 1–15. h ps://doi.o g/10. 1509/jm.15.0178 D essle , M., & Pauno ic, I. (2021). A ypology o wine y SME b and s a egies wi h implica ions o sus ain- abili y communica ion and co-c ea ion. Sus ainabili y, 13(2), 805. Du o , V., & Be ge on, F. (2016). F om s a egic o ien a- ion o social media o ien a ion: Imp o ing SMEs’ pe o mance on social media. Jou nal o Small Business and En e p ise De elopmen . h ps://doi.o g/ 10.1108/JSBED-11-2015-0160 Du, S., Yalcinkaya, G., & Bs iele , L. (2016). Sus ainabili y, social media-d i en open inno a ion, and new p o- duc de elopmen pe o mance. Jou nal o P oduc ion and Inno a i e Managemen , 33, 55–71. Dwi edi, Y. K., Ismagilo a, E., Rana, N. P., & Raman, R. (2021). Social media adop ion, usage and impac in business- o-business (B2B) con ex : A s a e-o - he- a li e a u e e iew. In o ma ion Sys ems F on ie s, (1–23). E endi, M. I., Sugandini, D., & Is an o, Y. (2020). Social media adop ion in SMEs impac ed by COVID-19: The TOE model. The Jou nal o Asian Finance, Economics and Business, 7(11), 915–925. h ps://doi.o g/10. 13106/ja eb.2020. ol7.no11.915 Eze, S. C., Chinedu-Eze, V. C. A., & Awa, H. O. (2021). Key success ac o s (KSFs) unde lying he adop ion o social media ma ke ing echnology. SAGE Open, 11 (2), 21582440211006695. h ps://doi.o g/10.1177/ 21582440211006695 Fakh eldin, H., Ayman, A., & Miniesy, R. (2020). Social Media use and i s E ec on he Pe o mance o MSMEs in Egyp . Eu opean Con e ence on Inno a ion and En ep eneu ship; Reading, h ps://doi.o g/10. 34190/EIE.20.056 B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 16 o 20 Fedo ko, I., Fedo ko, R., Ga u o a, B., & Bacik, R. (2021). Social media in he con ex o he echnology accep ance model. En ep eneu ship and Sus ainabili y Issues, 9(1), 519–528. h p://doi.o g/10. 9770/jesi.2021.9.1(32) Fishe , E., & Reube , R. (2000), Indus ial clus e s and SME p omo ion in de eloping coun ies. Commonweal h T ade and En e p ise Pape No. 3. Fol ean, F. S., T i , S. M., & Tuleu, D. L. (2019). Cus ome ela ionship managemen capabili ies and social media echnology use: Consequences on i m pe o mance. Jou nal o Business Resea ch, 104, 563–575. F accas o o, S., Gab ielsson, M., & Pullins, E. B. (101776). (2021). The In eg a ed Use o Social Media, Digi al, and T adi ional Communica ion Tools in he B2B Sales P ocess o In e na ional SMEs. In e na ional Business Re iew, 30 (4). h ps://doi.o g/10.1016/j.ibus e .2020.101776 Gaglio, C., K aeme -Mbula, E., & Lo enz, E. (2022). The e ec s o digi al ans o ma ion on inno a ion and p oduc i i y: Fi m-le el e idence o Sou h A ican manu ac u ing mic o and small en e p ises. Technological Fo ecas ing and Social Change, 182, 121785. h ps://doi.o g/10.1016/j. ech o e.2022. 121785 Ghezzi, A., & Ca allo, A. (2020). Agile business model inno a ion in digi al en ep eneu ship: Lean s a up app oaches. Jou nal o Business Resea ch, 110, 519–537. Gnizy, I. (2019). Big da a and i s s a egic pa h o alue in in e na ional i ms. In e na ional Ma ke ing Re iew, 36(3), 318–341. G o e , P., & Ka , A. K. (2020). Use engagemen o mobile paymen se ice p o ide s–in oducing he social media engagemen model. Jou nal o Re ailing and Consume Se ices, 53, 101718. Guha, S., Ha igan, P., & Sou a , G. (2018). Linking social media o cus ome ela ionship managemen (CRM): A quali a i e s udy on SMEs. Jou nal o Small Business & En ep eneu ship, 30(3), 193–214. Gusme o i, N. M., Tes a, F., Co sini, F., P e ne , G., & I aldo, F. (2019). D i e s and app oaches o he ci - cula economy in manu ac u ing i ms. Jou nal o Cleane P oduc ion, 230, 314–327. Hai , J. F., Hollingswo h, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An upda ed and expanded assessmen o PLS-SEM in in o ma ion sys ems esea ch. Indus ial Managemen & Da a Sys ems, 117(3), 442–458. Hai , J. F., Rishe , J. J., Sa s ed , M., & Ringle, C. M. (2019). When o use and how o epo he esul s o PLS-SEM. Eu opean Business Re iew, 31(1), 2–24. h ps://doi. o g/10.1108/eb -11-2018-0203 Ha meling, C. M., Mo e , J. W., A nold, M. J., & Ca lson, B. D. (2017). Towa d a heo y o cus ome engagemen ma ke ing. Jou nal o he Academy o Ma ke ing Science, 45(3), 312–335. Ha ono, R., & Sheng, M. L. (2016). Knowledge sha ing and i m pe o mance: The ole o social ne wo king si e and inno a ion capabili y. Technology Analysis & S a egic Managemen , 28(3), 335–347. Hassani, A., & Mosconi, E. (2022). Social media analy ics, compe i i e in elligence, and dynamic capabili ies in manu ac u ing SMEs. Technological Fo ecas ing and Social Change, 175, 121416. h ps://doi.o g/10.1016/j. ech o e.2021.121416 Hidaya i, A., & Yansi, M. (2020). Role o social media in ma ke ing o mic o, small, and medium en e p ises (msmes) p oduc du ing COVID 19 pandemic. Ju nal Ilmiah Teunuleh, 1(2), 239–249. h ps://doi.o g/10. 51612/ eunuleh. 1i2.39 Hi chen, E. L., Nylund, P. A., Fe às, X., & Mussons, S. (2017). Social media: Open inno a ion in SMEs inds new suppo . Jou nal o Business S a egy, 38(3), 21– 29. h ps://doi.o g/10.1108/JBS-02-2016-0015 Jahid, S., Makmun, Y., Ma kus, U., & Junaedi J, S. (2021). Social media ma ke ing and business pe o mance o MSMEs Du ing he COVID-19 pandemic. Jou nal o Asian Finance, Economics, and Business, 8(2), 0523–0531. h ps://doi.o g/10.13106/ja eb.2021. ol8. no2.0523 Ja aeed, A., Kib ia, Z., Khan, Z., & Ghau i, S. K. (2020). Impac o social media in eg a ion in eaching me hods on exam ou comes. Ad ances in Medical Educa ion and P ac ice, 11, 53. h ps://doi.o g/10. 2147/AMEP.S209123 Jha, A. K., & Ve ma, N. K. (2022). Social media sus ainabili y communica ion: an analysis o i m beha iou and s akeholde esponses. In o ma ion Sys ems F on ie s, 1–20. h ps://doi.o g/10.1007/s10796-022-10257-6 Jib il, A. B., Kwa eng, M. A., Cho anco a, M., & Pilik, M. (2019). The impac o social media on consume b and loyal y: A media ing ole o online based-b and communi y. Cogen Business & Managemen , 6(1), 1673640. Jin, H., & Hu d, F. (2018). Explo ing he impac o digi al pla o ms on SME in e na ionaliza ion: New Zealand SMEs use o he Alibaba pla o m o Chinese ma ke en y. Jou nal o Asian Finance, Economics, and Business, 19, 72–95. h ps://doi.o g/10.1080/ 10599231.2018.1453743 Jukić, T., & Me lak, M. (2017). The use o social ne wo king si es in public adminis a ion: The case o Slo enia. The Elec onic Jou nal o E-Go e nmen , 15(1), 2. Kaplan, A. M., & Haenlein, M. (2010). Use s o he wo ld, uni e! The challenges and oppo uni ies o Social Media. Business Ho izons, 53(1), 59–68. h ps://doi. o g/10.1016/j.busho .2009.09.003 Kasa ana, M. L., Nusai , K., & Teodosic, K. (2010). Online social ne wo king: Rede ining he human web. Jou nal o Hospi ali y and Tou ism Technology, 1(1), 68–82. h ps://doi.o g/10.1108/17579881011023025 Ka ona, Z., Zubcsek, P. P., & Sa a y, M. (2011). Ne wo k e ec s and pe sonal in luences: The di usion o an online social ne wo k. Jou nal o Ma ke ing Resea ch, 48 (3), 425–443. h ps://doi.o g/10.1509/jmk .48.3.425 Khan, A. A., Wang, M. Z., Ehsan, S., Nu unnabi, M., & Hashmi, M. H. (2019). Linking sus ainabili y-o ien ed ma ke ing o social media and web a mosphe ic cues. Sus ainabili y, 11(9), 2663. Killian, G., & McManus, K. (2015). A ma ke ing communi- ca ions app oach o he digi al e a: Manage ial guidelines o social media in eg a ion. Business Ho izons, 58(5), 539–549. h ps://doi.o g/10.1016/j. busho .2015.05.006 Knowles, A. J., & Coone , T. S. (2016). In e na ional colla- bo a i e lea ning using social media o lea n abou social wo k e hics and social media. Social Wo k Educa ion, 35(3), 260–270. h ps://doi.o g/10.1080/ 02615479.2016.1154662 Kock, N., & Hadaya, P. (2018). Minimum sample size es i- ma ion in PLS-SEM: The in e se squa e oo and gamma-exponen ial me hods. In o ma ion Sys ems Jou nal, 28(1), 227–261. Ko csmá os, E., & Csinge , B. (2022). Sus ainable Compe i i eness in he Case o SMEs—Oppo uni ies P o ided by Social Media in an In e na ional Compa ison. Sus ainabili y, 14, 12505. h ps://doi.o g/ 10.3390/su141912505 Kuma , A., & Ayedee, N. (2018). Social media ools o business g ow h o SMEs. Jou nal o Managemen (JOM), 5(3), 137–142. B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 17 o 20 Kuma , V., Choi, J. B., & G eene, M. (2017). Syne gis ic e ec s o social media and adi ional ma ke ing on b and sales: Cap u ing he ime- a ying e ec s. Jou nal o he Academy o Ma ke ing Science, 1–21. Lam, H. K., Yeung, A. C., & Cheng, T. E. (2016). The impac o i ms’ social media ini ia i es on ope a ional e i- ciency and inno a i eness. Jou nal o Ope a ions Managemen , 47, 28–43. Li, F., La imo, J., & Leonidou, L. C. (2020). Social media ma ke ing s a egy: De ini ion, concep ualiza ion, axonomy, alida ion, and u u e agenda. Jou nal o he Academy o Ma ke ing Science, 49(1), 51–70. h ps://doi.o g/10.1007/s11747-020-00733-3 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hyb id elemen o he p omo ion mix. Business Ho izons, 52(4), 357–365. h ps://doi.o g/10.1016/j. busho .2009.03.002 Mason, A. N., Na cum, J., & Mason, K. (2021). Social media ma ke ing gains impo ance a e Co id-19. Cogen Business & Managemen , 8, 1. h ps://doi.o g/10. 1080/23311975.2020.1870797 McCann, M., & Ba low, A. (2015). Use and measu emen o social media o SMEs. Jou nal o Small Business and En e p ise De elopmen , 22(2), 273–287. h ps:// doi.o g/10.1108/JSBED-08-2012-0096 Mish a, R. (2016). A compa a i e e alua ion o manu ac- u ing lexibili y adop ion in SMEs and la ge i ms in India. Jou nal o Manu ac u ing Technology Managemen , 27(5), 730–762. h ps://doi.o g/10. 1108/jm m-11-2015-0105 Moghadamzadeh, A., Eb ahimi, P., Rad a d, S., Salamzadeh, A., & Khajeheian, D. (2020). In es iga ing he ole o cus ome co-c ea ion beha- io on social media pla o ms in ende ing inno a- i e se ices. Sus ainabili y, 12(17), 6926. h ps://doi. o g/10.3390/su12176926 Mo o, S., & Ri a, P. (2018). B and s a egies in social media in hospi ali y and ou ism. In e na ional Jou nal o Con empo a y Hospi ali y Managemen , 30(1), 343–364. h ps://doi.o g/10.1108/ijchm-07-2016-0340 Mulle , E., & Pe es, R. (2019). The e ec o social ne wo k s uc u es on inno a ion pe o mance: A e iew and di ec ions o esea ch. In e na ional Jou nal o Resea ch in Ma ke ing, 36(1), 3–19. Muslim, A., Ha un, A., Ismael, D., & O hman, B. (2020). Social media expe ience, a i ude, and beha io al in en ion owa ds um ah package among gene a ion X and Y. Managemen Science Le e s, 10(1), 1–12. h ps://doi.o g/10.5267/j.msl.2019.8.020 Nai , H. S., Manchanda, P., & Bha ia, T. (2010). Asymme ic social in e ac ions in physician p esc ip ion beha io : The ole o opinion leade s. Jou nal o Ma ke ing Resea ch, 47(5), 883–895. h ps://doi.o g/10.1509/ jmk .47.5.883 Ngai, E. W., Tao, S. S., & Moon, K. K. (2015b). Social media esea ch: Theo ies, cons uc s, and concep ual amewo ks. In e na ional Jou nal o In o ma ion Managemen , 35(1), 33–44. h ps://doi.o g/10.1016/j. ijin omg .2014.09.004 Nguyen, P. M. B., Do, Y. T., & Wu, W. Y. (2021). Technology accep ance model and ac o s a ec ing accep ance o social media: An empi ical s udy in Vie nam. The Jou nal o Asian Finance, Economics, and Business, 8 (6), 1091–1099. Njiku, A., & Nyamsogo o, G. D. (2019). De e minan s o inancial sus ainabili y o small scale sun lowe oil p ocessing i ms in Tanzania. In e na ional. Jou nal. Bus. Econ. Res, 8(3), 125–132. h ps://doi.o g/10. 11648/j.ijbe .20190803.16 Ogwu, K., Hickey, P., Okeke, O. J. P., Haque, A. U., Pimenidis, E., & Kozlo ski, E. (2022). An in eg a ed online/o line social ne wo k-based model o c owd unding suppo in de eloping coun ies: The case o Nige ia. Sus ainabili y, 14(15), 9333. Olayah, F. (2019). In eg a ion o social media pla o m in hei cus ome ela ionship managemen p ocess (c mp) and i s impac on pe o mance o SMEs. Indian Jou nal o Science and Technology, 12(47), 1– 9. h ps://doi.o g/10.17485/ijs /2019/ 12i47/148899 Oli ei a, T., & Ma ins, M. F. (2011). Li e a u e e iew o in o ma ion echnology adop ion models a i m le el. Elec on. J. In . Sys . E al, 14(1), 110. Oos e ink, N., Ag e be g, M., & Huysman, M. (2016). Knowledge Sha ing on En e p ise Social Media: P ac ices o Cope wi h Ins i u ional Complexi y. Jou nal o Compu e -Media ed Communica ion, 21(2), 156–176. h ps://doi.o g/10.1111/jcc4.12153 Opa a, D. N., & Onye-Chinedu, C. B. (2022). Wo kplace Social Media Ini ia i es and O ganiza ional Pe o mance O Pain Manu ac u ing Fi ms In Po Ha cou . BW Academic Jou nal, 1(1), 10. Owusu-Kwa eng, J., Akabanda, F., Agyei, D., & Jespe sen, L. (2020). Mic obial sa e y o milk p oduc- ion and e men ed dai y p oduc s in A ica. Mic oo ganisms, 8, 752. h ps://doi.o g/10.3390/ mic oo ganisms8050752 Öz amu , D., & Ka akadıla , İ. S. (2014). Explo ing he ole o social media o SMEs: As a new ma ke ing s a - egy ool o he i m pe o mance pe spec i e. P ocedia-Social and Beha io al Sciences, 150, 511–520. Pa een, F., Jaa a , N. I., & Ainin, S. (2015). Social media usage and o ganiza ional pe o mance: Re lec ions o Malaysian social media manage s. Telema ics and In o ma ics, 32(1), 67–78. Pe e s, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media me ics - a amewo k and guidelines o managing social media. Jou nal o In e ac i e Ma ke ing, 27(4), 281–298. Pille , F., Vossen, A., & Ihl, C. (2012). F om Social Media o Social P oduc De elopmen : The Impac o Social Media on Co-C ea ion o Inno a ion. Die Un e nehmung, 66(1), 7–27. h ps://doi.o g/10.5771/ 0042-059x-2012-1-7 Po e , C. E., & Don hu, N. (2008). Cul i a ing T us and Ha es ing Value in Vi ual Communi ies. Managemen Science, 54(1), 113–128. h ps://doi.o g/ 10.1287/mnsc.1070.0765 Pu wan o, A., Fahmi, K., I wansyah, I., Hadinego o, R., Rochmad, I., Syah il, S., & Sulas i, E. (2022). The ole o g een inno a ion and g een supply chain man- agemen on he sus ainabili y o he pe o mance o SMEs. Jou nal o Fu u e Sus ainabili y, 2(2), 49–52. h p://dx.doi.o g/10.5267/j.j s.2022.9.003 Qala i, S. A., Os ic, D., Sulaiman, M. A. B. A., Gopang, A. A., & Khan, A. (2022). Social media and SMEs’ Pe o mance in de eloping coun ies: E ec s o echnological-o ganiza ional-en i onmen al ac o s on he adop ion o social media. SAGE Open, 12(2), 21582440221094594. Qala i, S. A., Yuan, L. W., Khan, M. A. S., & Anwa , F. (2021). A media ed model on he adop ion o social media and SMEs’ pe o mance in de eloping coun ies. Technology in Socie y, 64, 101513. h ps://doi.o g/10. 1016/j. echsoc.2020.101513 Rakshi , S., Mondal, S., Islam, N., Jasimuddin, S., & Zhang, Z. (2021). Social media and he new p oduc de elopmen du ing COVID-19: An in eg a ed model o SMEs. Technological Fo ecas ing and Social Change, 170, 120869. h ps://doi.o g/10.1016/j. ech o e.2021.120869 B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 18 o 20 Rana, N. P., Ba na d, D. J., Baabdullah, A. M. A., Rees, D., & Rode ick, S. (2019). Explo ing ba ie s o m-comme ce adop ion in SMEs in he UK: De eloping a amewo k using ISM. In e na ional Jou nal o In o ma ion Managemen , 44, 141–153. Rapp, A., Bei elspache , L. S., G ewal, D., & Hughes, D. E. (2013). Unde s anding social media e ec s ac oss selle , e aile , and consume in e ac ions. Jou nal o he Academy o Ma ke ing Science, 41(5), 547–566. Raunia , R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology accep ance model (TAM) and social media usage: An empi ical s udy on Facebook. Jou nal o En e p ise In o ma ion Managemen , 27(1), 6–30. h ps://doi.o g/10.1108/jeim-04-2012-0011 Rialp-C iado, A., & Rialp-C iado, J. (2018). Examining he impac o manage ial in ol emen wi h social media on expo ing i m pe o mance. In e na ional Business Re iew, 27(2), 355–366. h ps://doi.o g/10. 1016/j.ibus e .2017.09.003 Russo, S., Schimpe na, F., Lomba di, R., & Ruggie o, P. (2021). Sus ainabili y pe o mance and social media: An explo a i e analysis. Medi a i Accoun ancy Resea ch. h ps://doi.o g/10.1108/meda -03-2021-1227 Sadh, A. (2019). Role o b and jealousy in b and commu- ni ies on social ne wo king media. In e na ional Academic Jou nal o Business Managemen , 06(1), 1–7. h ps://doi.o g/10.9756/iajbm/ 6i1/1910001 Salim, N., Ab Rahman, M. N., Abd Wahab, D., & Muhamed, A. A. (2020). In luence o social media usage on he g een p oduc inno a ion o manu ac- u ing i ms h ough en i onmen al collabo a ion. Sus ainabili y, 12, 8685. h ps://doi.o g/10.3390/ su12208685 Salme ón, L., Delgado, P., & Mason, L. (2020). Using eye-mo emen modeling examples o imp o e c i i- cal eading o mul iple webpages on a con lic ing opic. J. Compu . Assis . Lea n, 36, 1038–1051. Sambo, G. K., & Musundi e, A. (2020). The impac o enhan- cing social media ma ke ing knowledge on cus ome a ac ion and engagemen o uni e si y o ganiza ional g ow h and de elopmen om he ack heo y: The con ex o Mpumalanga uni e si y o Sou h A ica. In e na ional Jou nal o Applied Managemen Theo y and Resea ch (IJAMTR), 2(2), 19–40. Schniede jans, D., Cao, E. S., & Schniede jans, M. (2013). Enhancing inancial pe o mance wi h social media: An imp ession managemen pe spec i e. Decision Suppo Sys ems, 55(4), 911–918. h ps://doi.o g/10. 1016/j.dss.2012.12.027 Seile , A., Papanagnou, C., & Sca , P. (2020). On he ela ion- ship be ween inancial pe o mance and posi ion o businesses in supply chain ne wo ks. In e na ional Jou nal o P oduc ion Economics, 227, 107690. Si, S. (2015). Social Media and I s Role in Ma ke ing. Business and Economics Jou nal, 07, 01. h ps://doi. o g/10.4172/2151-6219.1000203 Sikanda Ali, Q. A. L. A. T. (2020). E ec s o echnological, o ganiza ional, and en i onmen al ac o s on social media adop ion. The Jou nal o Asian Finance, Economics and Business, 7(10), 989–998. Sompolg unk, A., Banihashemi, S., Hosseini, M. R., Golzad, H., & Haji asouli, A. (2022). An in eg a ed model o BIM e u n on in es men o Aus alian small- and medium-sized en e p ises (SMEs). Enginee ing, Cons uc ion and A chi ec u al Managemen , Vol. ahead-o -p in No. ahead-o -p in . h ps://doi.o g/10.1108/ECAM-09-2021-0839 Tajudeen, F. P., Jaa a , N. I., & Ainin, S. (2018). Unde s anding he impac o social media usage among o ganiza ions. In o ma ion & Managemen , 55(3), 308–321. Ta sakoo, P., & Cha oensukmongkol, P. (2019). Dimensions o social media ma ke ing capabili ies and hei con ibu ion o he business pe o mance o i ms in Thailand. Jou nal o Asia Business S udies. T awnih, A., Yaseen, H., Al-Adwan, A. S., Alsoud, R., & Jabe , O. A. (2021). Fac o s in luencing social media adop ion among SMEs du ing Co id-19 c isis. Jou nal o Managemen In o ma ion and Decision Sciences, 24(6), 1–18. U Rahman, R., Ali Shah, S. M., El-Goha y, H., Abbas, M., Haide Khalil, S., Al Al heeb, S., & Sul an, F. (2020). Social media adop ion and inancial sus ainabili y: Lea ned lessons om de eloping coun ies. Sus ainabili y, 12(24), 10616. Uya , A., & Boya , E. (2015). An in es iga ion in o social media usage o publicly aded companies. Jou nal o Co po a e Accoun ing & Finance, 27(1), 71–78. h ps://doi.o g/10.1002/jca .22113 Vesal, M., Siah i i, V., & O’Cass, A. (2021). S eng hening B2B b ands by signaling en i onmen al sus ainabili y and managing cus ome ela ionships. Indus ial Ma ke ing Managemen , 92, 321–331. h ps://doi.o g/ 10.1016/j.indma man.2020.02.024 Wamba, S. F., & Ca e , L. (2016). Social media ools adop ion and use by SMEs: An empi ical s udy. In Social media and Ne wo king: Concep s, me hodolo- gies, ools, and applica ions (pp. 791–806). IGI Global. Wang, W. Y., Pauleen, D. J., & Zhang, T. (2016). How social media applica ions a ec B2B communica ion and imp o e business pe o mance in SMEs. Indus ial Ma ke ing Managemen , 54, 4–14. Wa da i, N. K., & E , M. (2019). The impac o social media usage on he sales p ocess in small and medium en e p ises (SMEs): A sys ema ic li e a u e e iew. P ocedia Compu e Science, 161, 976–983. h ps://doi. o g/10.1016/j.p ocs.2019.11.207 Yenicioglu, B., & Sue dem, A. (2015). Pa icipa o y new p oduc de elopmen –a amewo k o delibe a ely collabo a i e and con inuous inno a ion design. P ocedia-Social and Beha io al Sciences, 195, 1443–1452. Zambe i, A. S., Rahim, A. B. A., & No i a, A. (2019). Social media adop ion and i s impac on i m pe o mance: The case o he UAE, In . J. En ep eneu ial Beha . Res, 25, 84–111. h ps://doi.o g/10.1108/IJEBR-08- 2017-0299 B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 19 o 20 © 2023 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. You a e ee o: Sha e — copy and edis ibu e he ma e ial in any medium o o ma . Adap — emix, ans o m, and build upon he ma e ial o any pu pose, e en comme cially. The licenso canno e oke hese eedoms as long as you ollow he license e ms. Unde he ollowing e ms: A ibu ion — You mus gi e app op ia e c edi , p o ide a link o he license, and indica e i changes we e made. You may do so in any easonable manne , bu no in any way ha sugges s he licenso endo ses you o you use. No addi ional es ic ions You may no apply legal e ms o echnological measu es ha legally es ic o he s om doing any hing he license pe mi s. Cogen Business & Managemen (ISSN: 2331-1975) is published by Cogen OA, pa o Taylo & F ancis G oup. Publishing wi h Cogen OA ensu es: • Immedia e, uni e sal access o you a icle on publica ion • High isibili y and disco e abili y ia he Cogen OA websi e as well as Taylo & F ancis Online • Download and ci a ion s a is ics o you a icle • Rapid online publica ion • Inpu om, and dialog wi h, expe edi o s and edi o ial boa ds • Re en ion o ull copy igh o you a icle • Gua an eed legacy p ese a ion o you a icle • Discoun s and wai e s o au ho s in de eloping egions Submi you manusc ip o a Cogen OA jou nal a www.Cogen OA.com B uce e al., Cogen Business & Managemen (2023), 10: 2173859 h ps://doi.o g/10.1080/23311975.2023.2173859 Page 20 o 20