IDEAS home Printed from https://ideas.repec.org/a/ris/jabema/021897.html
   My bibliography  Save this article

Exploring how social media marketing influences small business performance amidst the COVID-19 pandemic in Trinidad and Tobago

Author

Listed:
  • Crystal Doughty

    (University of the West Indies, Trinidad and Tobago)

  • Meena Rambocas

    (University of the West Indies, Trinidad and Tobago)

Abstract

The survival of small businesses (SB) is threatened by the economic disruptions arising from the COVID-19 pandemic. This study explores the digital responses of SBs in Trinidad and Tobago. More specifically, the study explores how SBs have integrated social media marketing (SMM) into their business operations and owners' perceptions of its impact on performance. Data were collected from 22 owners via semi-structured synchronous interviews. The findings reveal a series of internal and situational influences that either motivated or hindered SMM use during the COVID-19 pandemic. The results further demonstrate the crippling constraints most SBs face when implementing and evaluating the usefulness of SMM on overall business performance. The results also explain why SBs in developing countries respond differently to SMM than developed countries. The study's insights contribute to SMM knowledge and expose the unique challenges SBs in Trinidad and Tobago face when using SMM during the COVID-19 pandemic.

Suggested Citation

  • Crystal Doughty & Meena Rambocas, 2022. "Exploring how social media marketing influences small business performance amidst the COVID-19 pandemic in Trinidad and Tobago," Journal of the Academy of Business and Emerging Markets, Academy of Business and Emerging Markets, vol. 2(1), pages 59-72.
    • Handle: RePEc:ris:jabema:021897
    DOI: 10.5281/zenodo.6330523
    as

    Download full text from publisher

    File URL: https://www.abem.ca/x/jabem-2022-21-5.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.5281/zenodo.6330523?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:ris:jabema:021897. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Satyendra Singh (email available below). General contact details of provider: https://www.abem.ca .

    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.