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The Role Entrepreneurial Orientation and Social Media Marketing on SMES Performance

In: Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa

Author

Listed:
  • George Kofi Amoako

    (Ghana Communications Technology University
    Durban University of Technology)

Abstract

Social media has become one of the vital communication channels for businesses. The study aimed at explaining the role of entrepreneurial orientation and social media marketing, as well as its effect on SMEs’ performance. This was achieved by a review of the literature. This synthesis proposes that social media marketing can enhance the performance of SMEs and entrepreneurial orientation also leads to SMEs’ performance. The study further suggests that the combination of social media marketing and entrepreneurial orientation can lead to SME performance. The study, therefore, recommends that managers of SMEs must engage in social media marketing effectively and invest in orienting staff more on the elements of good entrepreneurship to increase their profitability and performance.

Suggested Citation

  • George Kofi Amoako, 2026. "The Role Entrepreneurial Orientation and Social Media Marketing on SMES Performance," Springer Books, in: Emelia Amoako Asiedu & Richard Kofi Asravor & Robert Ebo Hinson & George Oppong Ampong (ed.), Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, chapter 12, pages 253-275, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-14174-3_12
    DOI: 10.1007/978-3-032-14174-3_12
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