The Role Entrepreneurial Orientation and Social Media Marketing on SMES Performance

George Kofi Amoako ()
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George Kofi Amoako: Ghana Communications Technology University

Chapter 12 in Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, 2026, pp 253-275 from Springer

Abstract: Abstract Social media has become one of the vital communication channels for businesses. The study aimed at explaining the role of entrepreneurial orientation and social media marketing, as well as its effect on SMEs’ performance. This was achieved by a review of the literature. This synthesis proposes that social media marketing can enhance the performance of SMEs and entrepreneurial orientation also leads to SMEs’ performance. The study further suggests that the combination of social media marketing and entrepreneurial orientation can lead to SME performance. The study, therefore, recommends that managers of SMEs must engage in social media marketing effectively and invest in orienting staff more on the elements of good entrepreneurship to increase their profitability and performance.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-14174-3_12

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DOI: 10.1007/978-3-032-14174-3_12

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