Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support

Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs)...

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Autores principales:	Sheshadri Chatterjee, Ranjan Chaudhuri, Georgia Sakka, Balakrishna Grandhi, Antonino Galati, Evangelia Siachou, Demetris Vrontis
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	social media marketing SMEs technology acceptance model leadership support perceived usefulness perceived ease of use Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/07677727a64e4f0aa4b332ed09e5aa8b
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spelling	oai:doaj.org-article:07677727a64e4f0aa4b332ed09e5aa8b2021-11-11T19:45:33ZAdoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support10.3390/su1321121342071-1050https://doaj.org/article/07677727a64e4f0aa4b332ed09e5aa8b2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/12134https://doaj.org/toc/2071-1050Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After reviewing the existing literature and technology adoption model, a theoretical model is developed, which is then validated using a structural equation modeling technique to analyze 304 samples of Indian SMEs that use different social media marketing applications in their enterprises. This study confirmed that SMM tools significantly and positively improve the sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable business growth of SMEs.Sheshadri ChatterjeeRanjan ChaudhuriGeorgia SakkaBalakrishna GrandhiAntonino GalatiEvangelia SiachouDemetris VrontisMDPI AGarticlesocial media marketingSMEstechnology acceptance modelleadership supportperceived usefulnessperceived ease of useEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12134, p 12134 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media marketing SMEs technology acceptance model leadership support perceived usefulness perceived ease of use Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	social media marketing SMEs technology acceptance model leadership support perceived usefulness perceived ease of use Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Sheshadri Chatterjee Ranjan Chaudhuri Georgia Sakka Balakrishna Grandhi Antonino Galati Evangelia Siachou Demetris Vrontis Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
description	Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After reviewing the existing literature and technology adoption model, a theoretical model is developed, which is then validated using a structural equation modeling technique to analyze 304 samples of Indian SMEs that use different social media marketing applications in their enterprises. This study confirmed that SMM tools significantly and positively improve the sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable business growth of SMEs.
format	article
author	Sheshadri Chatterjee Ranjan Chaudhuri Georgia Sakka Balakrishna Grandhi Antonino Galati Evangelia Siachou Demetris Vrontis
author_facet	Sheshadri Chatterjee Ranjan Chaudhuri Georgia Sakka Balakrishna Grandhi Antonino Galati Evangelia Siachou Demetris Vrontis
author_sort	Sheshadri Chatterjee
title	Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
title_short	Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
title_full	Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
title_fullStr	Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
title_full_unstemmed	Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support
title_sort	adoption of social media marketing for sustainable business growth of smes in emerging economies: the moderating role of leadership support
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/07677727a64e4f0aa4b332ed09e5aa8b
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Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support

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