THE ADOPTION OF DIGITAL MARKETING AMONG SMEs IN GHANA : Increasing Profitability and Bridging the Digital Divide Using Social Media
Zaglago, Bernice (2019)
Zaglago, Bernice
Åbo Akademi
2019
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019052717295
https://urn.fi/URN:NBN:fi-fe2019052717295
Tiivistelmä
ABSTRACT
The purpose of this thesis is to explore the current trends of the adoption and usage of social media among SMEs (small and medium enterprises) in Ghana as a marketing tool. The study aims at determining how valuable the adoption and usage of social media is to SMEs in terms of increasing value for them, how they measure value or define value and how they measure the effectiveness of their social media campaigns to know if it is worth the investment. Furthermore, the study aims to find out how responsive customers are to SMEs on various social media platforms, the advantages and disadvantages of the use of social media as a marketing tool and how these advantages and disadvantages impacts the operations of SMEs and decision making in regard to the use of social media as a main channel of marketing. In addition, the study also aims at how the adoption of social media helps in bridging the digital divide that exist between smaller enterprises and the larger enterprises.
The thesis provides an overview of the definition of digital marketing and social media marketing, their benefits, advantages and disadvantages of digital and social media marketing as a result of their adoption by SMEs. Also, an overview of digital bridge is defined and discussed in this thesis, its existence in Ghana and how it is affecting the economic growth of the Ghanaian market; especially SMEs and the factors of digital divide that compels SMEs to adopt and use social media as a marketing tool.
The purpose of this thesis is to explore the current trends of the adoption and usage of social media among SMEs (small and medium enterprises) in Ghana as a marketing tool. The study aims at determining how valuable the adoption and usage of social media is to SMEs in terms of increasing value for them, how they measure value or define value and how they measure the effectiveness of their social media campaigns to know if it is worth the investment. Furthermore, the study aims to find out how responsive customers are to SMEs on various social media platforms, the advantages and disadvantages of the use of social media as a marketing tool and how these advantages and disadvantages impacts the operations of SMEs and decision making in regard to the use of social media as a main channel of marketing. In addition, the study also aims at how the adoption of social media helps in bridging the digital divide that exist between smaller enterprises and the larger enterprises.
The thesis provides an overview of the definition of digital marketing and social media marketing, their benefits, advantages and disadvantages of digital and social media marketing as a result of their adoption by SMEs. Also, an overview of digital bridge is defined and discussed in this thesis, its existence in Ghana and how it is affecting the economic growth of the Ghanaian market; especially SMEs and the factors of digital divide that compels SMEs to adopt and use social media as a marketing tool.