The Use of Social Media by SMEs Completed Research

Social media has transformed the way in which we communicate and share information. Social media platforms have presented businesses with an innovative marketing tool with which they can connect and engage with their customers. This study set out to explain why SMEs in developing countries are using social media platforms and the benefits and challenges they experience. To achieve this, a systematic literature review was carried out to synthesise the findings of 44 empirical studies conducted in developing countries. This study revealed that use cases include: advertising, brand promotion and customer engagement. Despite its widespread use, many challenges SMEs face such as the lack of: perceived benefits, technical knowledge, implementation strategy and support from top-level management, as well as difficulties measuring success. SMEs, therefore, require further evidence to enlighten them on the benefits of social media and educate them on successful adoption and implementation practices.