A proposed social media adoption model for enhancing the survival and growth of rural SMMEs during the Covid-19 crisis in KwaZulu-Natal

Sabelo Mpungose, Lawrence Mpele Lekhanya and Emem O. Anwana
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Sabelo Mpungose: Durban University of Technology
Lawrence Mpele Lekhanya: Durban University of Technology
Emem O. Anwana: Durban University of Technology

International Journal of Business Ecosystem & Strategy (2687-2293), 2025, vol. 7, issue 3, 18-40

Abstract: This study investigates the critical factors influencing social media adoption by rural Small, Medium, and Micro Enterprises (SMMEs) in KwaZulu-Natal (KZN), South Africa, with a focus on supporting business survival and growth during the Covid-19 crisis. The Covid-19 crisis intensified existing challenges such as limited digital connectivity, financial constraints, and poor market access, highlighting the need for adaptive, cost-effective solutions. Social media became a vital tool for these businesses, enabling expanded market reach, improved customer engagement, and continued product promotion during uncertain times. A quantitative research approach was employed, gathering data from 374 rural SMMEs using a structured 5-point Likert scale questionnaire. Analysis revealed a strong positive correlation (r = 0.779, p

Date: 2025
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