IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i21p12134-d671295.html
   My bibliography  Save this article

Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support

Author

Listed:
  • Sheshadri Chatterjee

    (Department of Computer Science & Engineering, Indian Institute of Technology Kharagpur, Kharagpur 721302, India)

  • Ranjan Chaudhuri

    (Department of Marketing, National Institute of Industrial Engineering (NITIE), Mumbai 400087, India)

  • Georgia Sakka

    (School of Business, University of Nicosia, Nicosia 2417, Cyprus
    School of Business, Unicaf University, Larnaca 7130, Cyprus)

  • Balakrishna Grandhi

    (SP Jain School of Global Management, Dubai 400070, United Arab Emirates)

  • Antonino Galati

    (Department of Agricultural, Food and Forest Sciences, University of Palermo, 90133 Palermo, Italy)

  • Evangelia Siachou

    (Department of Economics, National and Kapodistrian University of Athens MBA, 10559 Athens, Greece
    Faculty of Economics and Management, Open University of Cyprus, P.O. Box 12794, Nicosia 2252, Cyprus)

  • Demetris Vrontis

    (School of Business, University of Nicosia, Nicosia 2417, Cyprus)

Abstract

Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After reviewing the existing literature and technology adoption model, a theoretical model is developed, which is then validated using a structural equation modeling technique to analyze 304 samples of Indian SMEs that use different social media marketing applications in their enterprises. This study confirmed that SMM tools significantly and positively improve the sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable business growth of SMEs.

Suggested Citation

  • Sheshadri Chatterjee & Ranjan Chaudhuri & Georgia Sakka & Balakrishna Grandhi & Antonino Galati & Evangelia Siachou & Demetris Vrontis, 2021. "Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support," Sustainability, MDPI, vol. 13(21), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12134-:d:671295
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/21/12134/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/21/12134/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Mishra, Anubhav & Maheswarappa, Satish S. & Maity, Moutusy & Samu, Sridhar, 2018. "Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender," Journal of Business Research, Elsevier, vol. 86(C), pages 394-405.
    3. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. 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.
    6. Samuelson, William & Zeckhauser, Richard, 1988. "Status Quo Bias in Decision Making," Journal of Risk and Uncertainty, Springer, vol. 1(1), pages 7-59, March.
    7. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    8. Shareef, Mahmud Akhter & Mukerji, Bhasker & Dwivedi, Yogesh K. & Rana, Nripendra P. & Islam, Rubina, 2019. "Social media marketing: Comparative effect of advertisement sources," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 58-69.
    9. Valaei, Naser & Rezaei, Sajad & Ismail, Wan Khairuzzaman Wan, 2017. "Examining learning strategies, creativity, and innovation at SMEs using fuzzy set Qualitative Comparative Analysis and PLS path modeling," Journal of Business Research, Elsevier, vol. 70(C), pages 224-233.
    10. Afris Widya-Hasuti & Abbas Mardani & Dalia Streimikiene & Ali Sharifara & Fausto Cavallaro, 2018. "The Role of Process Innovation between Firm-Specific Capabilities and Sustainable Innovation in SMEs: Empirical Evidence from Indonesia," Sustainability, MDPI, vol. 10(7), pages 1-26, June.
    11. Lucía Muñoz-Pascual & Carla Curado & Jesús Galende, 2019. "The Triple Bottom Line on Sustainable Product Innovation Performance in SMEs: A Mixed Methods Approach," Sustainability, MDPI, vol. 11(6), pages 1-22, March.
    12. Krzysztof Malik & Anna Jasińska-Biliczak, 2018. "Innovations and Other Processes as Identifiers of Contemporary Trends in the Sustainable Development of SMEs: The Case of Emerging Regional Economies," Sustainability, MDPI, vol. 10(5), pages 1-17, April.
    13. Thakur, Ramendra & Angriawan, Arifin & Summey, John H., 2016. "Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness," Journal of Business Research, Elsevier, vol. 69(8), pages 2764-2773.
    14. Vrontis, Demetris & Basile, Gianpaolo & Simona Andreano, M. & Mazzitelli, Andrea & Papasolomou, Ioanna, 2020. "The profile of innovation driven Italian SMEs and the relationship between the firms’ networking abilities and dynamic capabilities," Journal of Business Research, Elsevier, vol. 114(C), pages 313-324.
    15. Emanuele Schimmenti & Antonino Galati & Valeria Borsellino, 2014. "The quality of websites and their impact on economic performance: the case of nurseries and gardening companies in the Italian 'Mezzogiorno' regions," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 72-87.
    16. Vigneswara Ilavarasan & Mark R Levy, 2010. "ICTs and Urban Microenterprises: Identifying and Maximizing Opportunities for Economic Development," Working Papers id:2819, eSocialSciences.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    2. Emmanuel Bruce & Zhao Shurong & Sulemana Bankuoru Egala & John Amoah & Du Ying & Huang Rui & Tai Lyu, 2022. "Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    3. Demetris Vrontis & Ranjan Chaudhuri & Sheshadri Chatterjee, 2022. "Adoption of Digital Technologies by SMEs for Sustainability and Value Creation: Moderating Role of Entrepreneurial Orientation," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    4. Demetris Vrontis & Ranjan Chaudhuri & Sheshadri Chatterjee & Antonino Galati, 2023. "The Impact of the COVID-19 Pandemic on the Hospitality and Tourism Industry: The Mediating Effect of Coping and the Moderating Role of Management Support," Sustainability, MDPI, vol. 15(20), pages 1-21, October.
    5. Demetris Vrontis & Ranjan Chaudhuri & Sheshadri Chatterjee, 2023. "Role of ChatGPT and Skilled Workers for Business Sustainability: Leadership Motivation as the Moderator," Sustainability, MDPI, vol. 15(16), pages 1-14, August.
    6. Cliff R. Kikawa & Charity Kiconco & Moses Agaba & Dimas Ntirampeba & Amos Ssematimba & Billy M. Kalema, 2022. "Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model," Sustainability, MDPI, vol. 14(21), pages 1-20, November.
    7. Hongni Zhang & Xiangyi Xu, 2023. "Innovative Technology Method Based on Evolutionary Game Model of Enterprise Sustainable Development and CNN–GRU," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    8. Jeou-Shyan Horng & Chih-Hsing Liu & Sheng-Fang Chou & Tai-Yi Yu & Da-Chian Hu, 2022. "Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    9. Emmanuel Bruce & Zhao Shurong & Du Ying & Meng Yaqi & John Amoah & Sulemana Bankuoru Egala, 2023. "The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana," Sustainability, MDPI, vol. 15(6), pages 1-24, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    2. Scott, Stephanie & Hughes, Paul & Hodgkinson, Ian & Kraus, Sascha, 2019. "Technology adoption factors in the digitization of popular culture: Analyzing the online gambling market," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    3. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    4. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    5. Wang, Yu-Yin & Wang, Yi-Shun & Lin, Tung-Ching, 2018. "Developing and validating a technology upgrade model," International Journal of Information Management, Elsevier, vol. 38(1), pages 7-26.
    6. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    7. Mohsin Javed & Zuzana Tučková & Abdul Bashiru Jibril, 2020. "The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    8. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.
    9. Zied Mani & Inès Chouk, 2018. "Consumer Resistance to Innovation in Services," Post-Print hal-03700875, HAL.
    10. Sikandar Ali Qalati & Dragana Ostic & Mohammad Ali Bait Ali Sulaiman & Aamir Ali Gopang & Asadullah Khan, 2022. "Social Media and SMEs’ Performance in Developing Countries: Effects of Technological-Organizational-Environmental Factors on the Adoption of Social Media," SAGE Open, , vol. 12(2), pages 21582440221, May.
    11. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    12. Ayeh, Julian K. & Au, Norman & Law, Rob, 2013. "Predicting the intention to use consumer-generated media for travel planning," Tourism Management, Elsevier, vol. 35(C), pages 132-143.
    13. Huang, Dan & Jin, Xin & Coghlan, Alexandra, 2021. "Advances in consumer innovation resistance research: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    14. Chenkuo Pai & Sangguk Kang & Yumeng Liu & Yingchuan Zheng, 2021. "An Examination of Revisit Intention Based on Perceived Smart Tourism Technology Experience," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    15. Roberts, Ruby & Flin, Rhona & Millar, David & Corradi, Luca, 2021. "Psychological factors influencing technology adoption: A case study from the oil and gas industry," Technovation, Elsevier, vol. 102(C).
    16. Federico Iannacci & Colm Fearon & Kristine Pole, 2021. "From Acceptance to Adaptive Acceptance of Social Media Policy Change: a Set-Theoretic Analysis of B2B SMEs," Information Systems Frontiers, Springer, vol. 23(3), pages 663-680, June.
    17. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    18. Niu, Zhipeng & Hu, Xiaowei & Qi, Shouming & Yang, Haihua & Wang, Siqing & An, Shi, 2021. "Determinants to parking mode alternatives: A model integrating technology acceptance model and satisfaction–loyalty model," Transportation Research Part A: Policy and Practice, Elsevier, vol. 152(C), pages 216-234.
    19. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    20. Nketiah, Emmanuel & Song, Huaming & Cai, Xiang & Adjei, Mavis & Adu-Gyamfi, Gibbson & Obuobi, Bright, 2022. "Citizens’ intention to invest in municipal solid waste to energy projects in Ghana: The impact of direct and indirect effects," Energy, Elsevier, vol. 254(PC).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12134-:d:671295. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.