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A proposed social media adoption model for enhancing the survival and growth of rural SMMEs during the Covid-19 crisis in KwaZulu-Natal

Author

Listed:
  • Sabelo Mpungose

    (Durban University of Technology)

  • Lawrence Mpele Lekhanya

    (Durban University of Technology)

  • Emem O. Anwana

    (Durban University of Technology)

Abstract

This study investigates the critical factors influencing social media adoption by rural Small, Medium, and Micro Enterprises (SMMEs) in KwaZulu-Natal (KZN), South Africa, with a focus on supporting business survival and growth during the Covid-19 crisis. The Covid-19 crisis intensified existing challenges such as limited digital connectivity, financial constraints, and poor market access, highlighting the need for adaptive, cost-effective solutions. Social media became a vital tool for these businesses, enabling expanded market reach, improved customer engagement, and continued product promotion during uncertain times. A quantitative research approach was employed, gathering data from 374 rural SMMEs using a structured 5-point Likert scale questionnaire. Analysis revealed a strong positive correlation (r = 0.779, p

Suggested Citation

  • Sabelo Mpungose & Lawrence Mpele Lekhanya & Emem O. Anwana, 2025. "A proposed social media adoption model for enhancing the survival and growth of rural SMMEs during the Covid-19 crisis in KwaZulu-Natal," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 7(3), pages 18-40, June.
    • Handle: RePEc:adi:ijbess:v:7:y:2025:i:3:p:18-40
    DOI: 10.36096/ijbes.v7i3.747
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    References listed on IDEAS

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