Open AccessThe mediation-moderation effect on the nexus between social media adoption, customer satisfac-tion, social media competence and SMEs performance during COVID-19 pandemic
Author(s) -
Banji Rildwan Olaleye,
Sameer Hamdan,
Razan Ibrahim Awwad
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.x.001
Subject(s) - social media , business , moderation , service quality , mediation , marketing , competence (human resources) , public relations , service (business) , psychology , sociology , political science , social psychology , law , social science
Numerous studies have been conducted on individual and organizational adoption of social media, and many of these studies were conducted in advanced economies by focusing on large corporations. This study addresses the gap by examining the use of social media by SMEs in West Africa, notably Nigeria. Using a structured questionnaire, 682 small business owners were questioned regarding their thoughts on social media adoption: cost, privacy, convenience, and quality of service. The PLS-SEM result reveals a structural relationship between social media adoption and SME performance. Due to the substantial change in operations induced by COVID-19, enterprises are increasing their involvement in social media marketing to improve performance, and the competence of social media strengthens the effect on customer satisfaction.