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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
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    1. Singh, Kuldeep & Chatterjee, Sheshadri & Mariani, Marcello, 2024. "Applications of generative AI and future organizational performance: The mediating role of explorative and exploitative innovation and the moderating role of ethical dilemmas and environmental dynamis," Technovation, Elsevier, vol. 133(C).
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    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. Ioannis Zervas & Emmanouil Stiakakis, 2024. "Economic Sustainable Development through Digital Skills Acquisition: The Role of Human Resource Leadership," Sustainability, MDPI, vol. 16(17), pages 1-25, September.
    9. 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.
    10. 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.
    11. Sivarajah, Uthayasankar & Kumar, Sachin & Kumar, Vinod & Chatterjee, Sheshadri & Li, Jing, 2024. "A study on big data analytics and innovation: From technological and business cycle perspectives," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    12. 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.

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