The effect of social media usage on market share of SMEs in uMhlathuze Municipality

Simple item page
dc.contributor.authorAyandibu, Ayansola Olatunji
dc.contributor.authorZikhali, Nonsikelelo Sthulile
dc.coverageDuisburg, Germany
dc.coverage.conferenceissn
dc.date.accessioned2026-02-27T06:35:23Z
dc.date.available2026-02-27T06:35:23Z
dc.date.issued2023
dc.departmentNameBusiness Management
dc.description.abstractThe engagement of social media in small businesses is penetrating and growing rapidly for goods and services for both small medium businesses and customers. Social media is an effective platform for businesses to capitalize in advancement of profits and increase in market share through promoting small medium enterprises (SMEs) based on network abilities, image conversion, and personal extensibilities in the market. Notwithstanding plausible prominence however, the influence of social media usage on business performance remains less understood in empirical terms. Therefore, it is in contradiction of this background that this paper seeks to examine the significance of social media usage on the increase of market share for SMEs in uMhlathuze Municipality. This study investigated the effect of social media usage on the increase of market share for SMEs in uMhlathuze Municipality located within KwaZulu-Natal province in South Africa using primary data and to achieve this objective, a survey was conducted using a structured questionnaire administered. Furthermore, a common approach in earlier studies treats market share as a continuous variable in a linear regression framework. The findings reveal a positive and significant association between social media usage and market share using an ordered logit model. Though the results were encouraging but not all the SMEs use social media for selling and advertising.
dc.facultyFaculty of Commerce, Administration and Law
dc.identifier.citationZikhali, S.N. and Ayandibu, A.O. 2023. The effect of social media usage on market share of SMEs in uMhlathuze Municipality, International Journal of Social Science Research and Review, 6(11), pp. 302–316.
dc.identifier.issn2700-2497 (online)
dc.identifier.otherhttp://dx.doi.org/10.47814/ijssrr.v6i11.1634
dc.identifier.urihttp://hdl.handle.net/10530/58886
dc.inproceedingsissn
dc.issuenumber6 / 11
dc.keynoteissn
dc.language.isoen
dc.pages302 - 316
dc.peerreviewedYes
dc.publisherGlobal Institute for Multidisciplinary Knowledge and Responsible Future and The German Union Catalogue of Serials (ZDB)
dc.subjectSocial media usage
dc.subjectMarket share
dc.subjectSMEs
dc.subjectSmall medium enterprises
dc.subjectAdvertising
dc.titleThe effect of social media usage on market share of SMEs in uMhlathuze Municipality
dc.title.alternativeThe effect of social media usage on market share of small medium enterprises in uMhlathuze Municipality
dc.title.journalInternational Journal of Social Science Research and Review
dc.typeJournal Article
dspace.entity.typePublication
relation.isAuthorOfPublication0915069d-76f7-487f-9cfe-b0096c1a5c32
relation.isAuthorOfPublication.latestForDiscovery0915069d-76f7-487f-9cfe-b0096c1a5c32
relation.isOrgUnitOfPublication68293849-881d-4dcb-bc99-f84b574824e6
relation.isOrgUnitOfPublication.latestForDiscovery68293849-881d-4dcb-bc99-f84b574824e6
Files:
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Ayandibu_Ayansola_Olatunji_2023.pdf
Size:
1.1 MB
Format:
Adobe Portable Document Format

Ayandibu_Ayansola_Olatunji_2023.pdf (1.1 MB)

Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
5.24 KB
Format:
Item-specific license agreed upon to submission
Description:

license.txt (5.24 KB)

Download
Collections: Articles