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Research Article Open Access

Social Media Usage Patterns amongst Small and Medium Enterprises (SMMEs) in East London, South Africa


Introduction: Social media marketing is an online communication that businesses use to interact with customers in an exchange of goods and services. Marketing has been a challenge for small and medium enterprises (SMMEs) around the world due to its cost. According to Kaplan and Haenlien social media has generated massive content due to users sharing their opinions and experiences on several topics. Digital marketing has provided small and medium enterprises a platform to create awareness to consumers on what they offer at relatively low costs. Traditional marketing which involves television, radio and billboards comes at a cost way high for these SME’s and therefore growth of these companies becomes a challenge due to low sales as a result of awareness of goods and services provided.

Research aims: Determine the usage patterns of social media amongst small and medium enterprises in East London.

Design/methodology/approach: Convenience sampling was adopted and a questionnaire was utilized to gather data using closed-ended questions.

Research findings: The results show that SMMEs do not use social media marketing to its full potential and that SMMEs face challenges when it comes to the use of social media marketing.

Tshepo Tlapana and Asemahle Dike

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