Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/337893 
Year of Publication: 
2022
Citation: 
[Journal:] Digital Business [ISSN:] 2666-9544 [Volume:] 2 [Issue:] 1 [Article No.:] 100017 [Year:] 2022 [Pages:] 1-7
Publisher: 
Elsevier, Amsterdam
Abstract: 
Studies on social media use and effectiveness in large firms abound in the literature. However, social media usage for relationship marketing in small and medium enterprises is under-researched. This research examined how social media affordances influence SMEs' relationships with their customers. The Technology Affordance theory was utilized as the theoretical framework. Furthermore, a case study was used as the research design. The study's participants were SME owners/managers operating in Ghana. The thematic analysis technique was used to analyze data. The study identified three affordances of social media in the context of relationship marketing in SMEs: brand visibility, sharing, and relationship. These social media affordances result in customer acquisition. The findings and their implications have been discussed in the paper.
Subjects: 
Relationship marketing
Social media
SMEs
Technology affordance
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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