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The Impact of Social Media in Disseminating Information to Small-Scale Businesses in Chinhoyi, Zimbabwe

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  • Enesiti Chirume

    (PhD Student, Faculty of Humanities and Social Sciences, Catholic University of Zimbabwe)

Abstract

Many scholars and researchers have since established that social media usage by businesses is gaining prominence in the global markets. This current paper explores the impact of social media in disseminating information to small-scale businessesin the town of Chinhoyiin Zimbabwe. The central objective of the study is to identify the role of social media in the dissemination of information to small-scale businesses in Chinhoyi, Zimbabwe. Thestudy adopts qualitative research methodand uses purposive sampling to administer a questionnaire to educe responses from fifty-(50) small-scale business owners in Chinhoyi. The study provides insight into the advances in social media that are enabling social and cultural changes in business. The major findings of the study are that, social media may help in novel ways to congregate geographical markets for higher sales, transform traditional business approaches, and initiate the much needed and viable consumer-focused communication. The study contributes to the understanding of the impact of social media in disseminating information to small-scale businesses in Chinhoyi, Zimbabwe. Owing to the increase in social media usage more than the traditional platforms, for information consumption, the study argues that. (i) Where clients frequent should naturally become important for business, since business is about clients. (ii) In addition, now that social media is so available to anyone with an internet connection and even more now for everyone with a smartphone, small-scalebusinesses should embrace it for information dissemination.Overall, the study recommends that social media should be a platform to increase business brand awareness and facilitate direct feedback from customers.

Suggested Citation

  • Enesiti Chirume, 2021. "The Impact of Social Media in Disseminating Information to Small-Scale Businesses in Chinhoyi, Zimbabwe," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(2), pages 109-118, February.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:2:p:109-118
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    3. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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