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Exploring social media usage as a communication channel among independent food retailer SMEs in South Africa

Social media has facilitated interaction between businesses and consumers, and consequently, has seen rapid growth as a communication channel by a number of smaller retailers in South Africa. Hence, the primary research objective of this study is to explore social media usage as a marketing communic...

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Principais autores: José dos Santos, Rodney Duffett
Format: Artigo
Sprog:Inglês
Udgivet: Asociación Española de Contabilidad y Administración de Empresas (AECA), Universidad Politécnica de Cartagena (UPCT) 2021-09-01
Serier:Small Business International Review
Fag:
independent food retailer
smes
small businesses
social media
communication strategy
south africa
developing country
Online adgang:https://sbir.upct.es/index.php/sbir/article/view/392
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