Technology adoption and social media marketing performance of small and medium enterprises

https://doi.org/10.35912/amor.v7i1.3369
Published: Oct 6, 2025

Abstract:

Purpose: This study examined how small and medium-sized businesses (SMEs) in Sub-Saharan Africa (SSA) use technology, and how well they perform on social media marketing. The objectives of the study were to determine the most suitable methods for evaluating the digital competence of SMEs to achieve customer engagement, and to evaluate the challenges SMEs face in acquiring digital competence for enhanced customer engagement among Sub-Saharan SMEs.

Methods: The study synthesized findings from existing academic literature published between 2015 and 2025 using a qualitative research design that included a systematic literature review and thematic content analysis.

Results: The findings revealed that assessing employees' perceived usefulness and ease of use of digital tools, evaluating performance metrics related to customer engagement, and analyzing investment in digital training are suitable methods for evaluating digital competence. The study also identified significant challenges, including a lack of necessary digital skills, financial constraints, inadequate technological infrastructure, and low digital literacy.

Limitations: The generalizability of the this study is limited because of using only qualitative analysis. Also, focusing on a single source of data (secondary qualitative) which may have context specific issues limited this study also.

Contribution: Given that technology in marking is a very significant area in the management and sustainability of organizations, especially SMEs to be able to compete with bigger and more established businesses, this study makes a case for social media marketing integration into the operations of SMEs, and ways to evaluate their digital competence so as to achieve customer engagement.

Keywords:
1. Customer Engagement
2. Digital Competence
3. Social Media Marketing
4. Sub-Saharan Africa
5. Technology Adoption
Authors:
1 . Nnanna-Ohuonu Okwudiri
Abia State University, Uturu, Nigeria
2 . Peter Sunday Oliseh
Nnamdi Azikiwe University, Awka, Nigeria
3 . Victoria Kenechukwu Anagwu
Nnamdi Azikiwe University, Awka, Nigeria
4 . Christian Chidi Nwanya
Nnamdi Azikiwe University, Awka, Nigeria
5 . Chinedumathew Chukwu
Nnamdi Azikiwe University, Awka, Nigeria
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How to Cite
Okwudiri, . N.-O., Oliseh, P. S., Anagwu, V. K., Nwanya , C. C. ., & Chukwu , C. (2025). Technology adoption and social media marketing performance of small and medium enterprises . Annals of Management and Organization Research, 7(1), 127–140. https://doi.org/10.35912/amor.v7i1.3369
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Issue & Section
Vol. 7 No. 1 (2025): August
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Akpe, O., Mgbame, A. C., Ogbuefi, E., Abayomi, A. A., & Adeyelu, O. O. (2023). Technology acceptance and digital readiness in underserved small business sectors. Journal of Frontiers in Multidisciplinary Research, 4(1), 252-268. doi:https://doi.org/10.54660/.ijfmr.2023.4.1.252-268

    Al-Emran, M., & Griffy-Brown, C. (2023). The role of technology adoption in sustainable development: Overview, opportunities, challenges, and future research agendas. Technology in Society, 73. doi:https://doi.org/10.1016/j.techsoc.2023.102240

    Alkhasoneh, O. M., Jamaludin, H., Bin Zahar, A. R. i., & Al-Sharafi, M. A. (2025). Drivers of social media use among SMEs and its impact on brand awareness and customer engagement. Asia-Pacific Journal of Business Administration, 17(3), 595-615. doi:https://doi.org/10.1108/APJBA-02-2024-0102

    Amoah, J., & Jibril, A. B. (2021). Social media as a promotional tool towards SME’s development: Evidence from the financial industry in a developing economy. Cogent Business & Management, 8(1), 1-21. doi:https://doi.org/10.1080/23311975.2021.1923357

    Bashir, S., & Daniels, C. (2022). Digital skills in Africa. Retrieved from https://hdl.handle.net/10779/uos.23493371.v1

    Binsaeed, R. H., Yousaf, Z., Grigorescu, A., Chitescu, R. I., Nassani, A. A., & Samoila, A. (2023). Customer engagement and customer relationship management capabilities’ effects on innovation performance and customer distrust’s moderating role. Sustainability, 15(12), 1-14. doi:https://doi.org/10.3390/su15129475

    Dankwa, D. D., & Yeboah, J. (2025). Digitalization, Customer Engagement, and Performance of Small and Medium Enterprises: Emerging Market Context Digital Transformation in the Customer Experience (pp. 3-30): Apple Academic Press.

    Disse, S., & Sommer, C. (2020). Digitalisation and its impact on SME finance in Sub-Saharan Africa: Reviewing the hype and actual developments: Discussion Paper.

    Drydakis, N. (2022). Improving entrepreneurs’ digital skills and firms’ digital competencies through business apps training: A study of small firms. Sustainability, 14(8), 1-23. doi:https://doi.org/10.3390/su14084417

    Ebuka, A. A., Emmanuel, D., & Idigo, P. (2023). Artificial intelligence as a catalyst for the sustainability of Small and Medium Scale Businesses (SMEs) in Nigeria. Annals of Management and Organization Research, 5(1), 1-11. doi:https://doi.org/10.35912/amor.v5i1.1719

    Ebuka, A. A., Nzewi, H. N., Gerald, E., & Ezinne, K. M. (2020). Digital literacy in a post Coronavirus era: a management perspective for small businesses in Africa. Annals of Management and Organization Research, 1(3), 203-212. doi:https://doi.org/10.35912/amor.v1i3.410

    Frimpong, S. E., Agyapong, G., & Agyapong, D. (2022). Financial literacy, access to digital finance and performance of SMEs: Evidence From Central region of Ghana. Cogent Economics & Finance, 10(1), 1-21. doi:https://doi.org/10.1080/23322039.2022.2121356

    Fu, C.-J., Silalahi, A. D. K., Yang, L.-W., & Eunike, I. J. (2024). Advancing SME performance: a novel application of the technological-organizational-environment framework in social media marketing adoption. Cogent Business & Management, 11(1), 1-24. doi:https://doi.org/10.1080/23311975.2024.2360509

    Ghobakhloo, M., Iranmanesh, M., Vilkas, M., Grybauskas, A., & Amran, A. (2022). Drivers and barriers of industry 4.0 technology adoption among manufacturing SMEs: a systematic review and transformation roadmap. Journal of Manufacturing Technology Management, 33(6), 1029-1058. doi:https://doi.org/10.1108/JMTM-12-2021-0505

    Grani?, A. (2024). Technology adoption at individual level: toward an integrated overview. Universal access in the information society, 23(2), 843-858. doi:https://doi.org/10.1007/s10209-023-00974-3

    Iyelolu, T. V., Agu, E. E., Idemudia, C., & Ijomah, T. I. (2024). Improving customer engagement and crm for smes with ai driven solutions and future enhancements. International journal of engineering research and development, 20(8), 1150-1168.

    James, J. (2021). Confronting the scarcity of digital skills among the poor in developing countries. Development Policy Review, 39(2), 324-339. doi:https://doi.org/10.1111/dpr.12479

    John, E. (2024). Show me your networks and i’ll tell you your future: entrepreneurial networks and SME performance. Cogent Business & Management, 11(1), 1-13. doi:https://doi.org/10.1080/23311975.2024.2363433

    John, E., Mwakalobo, B., & Bengesi, K. (2023). Influence of social competence on performance of small and medium enterprises (SMES): Empirical evidence from Tanzania’s manufacturing SMES. Journal of Co-operative and Business Studies (JCBS), 6(1).

    Lewandowska, A. (2021). Interactions between investments in innovation and SME competitiveness in the peripheral regions. Journal of International Studies, 14(1), 285-307. doi:https://doi.org/10.14254/2071-8330.2021/14-1/20

    Mapunda, M. (2021). Determinants of e-marketing adoption by small and medium enterprises in African countries. African Journal of Applied Research, 7(2), 71-87.

    Mashavira, N., Guvuriro, S., & Chipunza, C. (2022). Driving SMEs’ performance in South Africa: Investigating the role of performance appraisal practices and managerial competencies. Journal of Risk and Financial Management, 15(7), 283. doi:https://doi.org/10.3390/jrfm15070283

    Mdhluli, M. E. (2024). The impact of digital technologies on SME business performance in South Africa. University of the Witwatersrand, Johannesburg (South Africa).

    Mookerjee, J., & Chattopadhyay, S. (2022). Measuring The Adoption of social media & Internet Technology for Retailing: An Analysis of Consumer Behaviour. Mathematical Statistician and Engineering Applications, 71(2022), 12430-12450.

    Msomi, T. S., & Kandolo, K. M. (2023). Sustaining small and medium-sized enterprises through financial awareness, access to digital finance in South Africa. Investment Management & Financial Innovations, 20(1), 317. doi:https://doi.org/10.21511/imfi.20(1).2023.27

    Muazu, S., Inuwa, U., & Ibrahim, A. (2024). Relationship between perceived usefulness, perceived ease and e-marketing intention among SMES in Gombe state, Nigeria. KWASU Journal of the Business of Education, 4(1), 127-138.

    Naatu, F., Selormey, F. S., & Naatu, S. (2025). Determinants of digital technology adoption in sub-Sahara Africa: Ghana. International Journal of Emerging Markets, 20(10), 4111-4133. doi:https://doi.org/10.1108/IJOEM-09-2023-1503

    Nadkar, A. (2023). Importance of social media marketing on SMEs in South Africa. University of the Free State Repository. Retrieved from http://hdl.handle.net/11660/12592

    Ollerenshaw, A., Corbett, J., & Thompson, H. (2021). Increasing the digital literacy skills of regional SMEs through high-speed broadband access. Small Enterprise Research, 28(2), 115-133. doi:https://doi.org/10.1080/13215906.2021.1919913

    Omowole, B. M., Olufemi-Philips, A., Ofadile, O., Eyo-Udo, N. L., & Ewim, S. E. (2024). Barriers and drivers of digital transformation in SMEs: A conceptual analysis. International Journal of Frontline Research in Multidisciplinary Studies, 5(2), 019-036. doi:https://doi.org/10.56781/ijsrst.2024.5.2.0037

    Oyewobi, L., Adedayo, O. F., Olorunyomi, S. O., & Jimoh, R. A. (2023). Influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs) in Abuja–Nigeria. Engineering, Construction and Architectural Management, 30(9), 4229-4252. doi:https://doi.org/10.1108/ECAM-01-2022-0039

    Sánchez-Canut, S., Usart-Rodríguez, M., Grimalt-Álvaro, C., Martínez-Requejo, S., & Lores-Gómez, B. (2023). Professional digital competence: Definition, frameworks, measurement, and gender differences: A systematic literature review. Human Behavior and Emerging Technologies, 2023(1), 8897227. doi:https://doi.org/10.1155/2023/8897227

    Shahadat, M. H., Nekmahmud, M., Ebrahimi, P., & Fekete-Farkas, M. (2023). Digital technology adoption in SMEs: what technological, environmental and organizational factors influence in emerging countries? Global Business Review. doi:https://doi.org/10.1177/09721509221137199

    Stofkova, J., Poliakova, A., Stofkova, K. R., Malega, P., Krejnus, M., Binasova, V., & Daneshjo, N. (2022). Digital skills as a significant factor of human resources development. Sustainability, 14(20), 13117. doi:https://doi.org/10.3390/su142013117

    Swallehe, O. (2021). The Determinants of Adoption of Social Media Marketing Among SMEs in Tanzania. IUP Journal of Marketing Management, 20(1).

    Telukdarie, A., Dube, T., Matjuta, P., & Philbin, S. (2023). The opportunities and challenges of digitalization for SME's. Procedia Computer Science, 217, 689-698.

    Uluda?, C. Ç. (2023). Digital Literacy (Competency) And Readiness for Organizational Change: The Mediator Role of Resistance to Change. ??letme Ara?t?rmalar? Dergisi, 15(1), 704-717. doi:https://doi.org/10.20491/isarder.2023.1613

    Umetiti, C. B., Nwafor, A. E., Arachie, A. E., & Ifeme, A. P. (2025). Digital literacy in the context of small and medium enterprises (SMEs): A performance dynamics. International Journal of Public Administration and Management Research, 11(1), 1-17.

    Urban, B., & Maphathe, T. (2021). Social media marketing and customer engagement: a focus on small and medium enterprises (SMEs) in South Africa. Journal of Contemporary Management, 18(1), 48-69. doi:https://doi.org/10.35683/jcm20065.96

    Wattenberg, M. (2024). Integration of Successful Customer Engagement for SMEs on Social: Academic Conferences and publishing limited.

    Wongkhamdi, T., Cooharojananone, N., & Khlaisang, J. (2020). E-commerce competence assessment mobile application development for SMEs in Thailand. doi:https://doi.org/10.3991/ijim.v14i11.11358

    Zhao, Y., Llorente, A. M. P., & Gómez, M. C. S. (2021). Digital competence in higher education research: A systematic literature review. Computers & education, 168, 104212. doi:https://doi.org/10.1016/j.compedu.2021.104212

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  2. Aiastui, E. B., Arruti, A., & Morillo, R. C. (2021). A systematic literature review about the level of digital competences defined by DigCompEdu in higher education. Aula abierta, 50(4), 841-850. doi:https://doi.org/10.17811/rifie.50.4.2021.841-850
  3. Akpe, O., Mgbame, A. C., Ogbuefi, E., Abayomi, A. A., & Adeyelu, O. O. (2023). Technology acceptance and digital readiness in underserved small business sectors. Journal of Frontiers in Multidisciplinary Research, 4(1), 252-268. doi:https://doi.org/10.54660/.ijfmr.2023.4.1.252-268
  4. Al-Emran, M., & Griffy-Brown, C. (2023). The role of technology adoption in sustainable development: Overview, opportunities, challenges, and future research agendas. Technology in Society, 73. doi:https://doi.org/10.1016/j.techsoc.2023.102240
  5. Alkhasoneh, O. M., Jamaludin, H., Bin Zahar, A. R. i., & Al-Sharafi, M. A. (2025). Drivers of social media use among SMEs and its impact on brand awareness and customer engagement. Asia-Pacific Journal of Business Administration, 17(3), 595-615. doi:https://doi.org/10.1108/APJBA-02-2024-0102
  6. Amoah, J., & Jibril, A. B. (2021). Social media as a promotional tool towards SME’s development: Evidence from the financial industry in a developing economy. Cogent Business & Management, 8(1), 1-21. doi:https://doi.org/10.1080/23311975.2021.1923357
  7. Bashir, S., & Daniels, C. (2022). Digital skills in Africa. Retrieved from https://hdl.handle.net/10779/uos.23493371.v1
  8. Binsaeed, R. H., Yousaf, Z., Grigorescu, A., Chitescu, R. I., Nassani, A. A., & Samoila, A. (2023). Customer engagement and customer relationship management capabilities’ effects on innovation performance and customer distrust’s moderating role. Sustainability, 15(12), 1-14. doi:https://doi.org/10.3390/su15129475
  9. Dankwa, D. D., & Yeboah, J. (2025). Digitalization, Customer Engagement, and Performance of Small and Medium Enterprises: Emerging Market Context Digital Transformation in the Customer Experience (pp. 3-30): Apple Academic Press.
  10. Disse, S., & Sommer, C. (2020). Digitalisation and its impact on SME finance in Sub-Saharan Africa: Reviewing the hype and actual developments: Discussion Paper.
  11. Drydakis, N. (2022). Improving entrepreneurs’ digital skills and firms’ digital competencies through business apps training: A study of small firms. Sustainability, 14(8), 1-23. doi:https://doi.org/10.3390/su14084417
  12. Ebuka, A. A., Emmanuel, D., & Idigo, P. (2023). Artificial intelligence as a catalyst for the sustainability of Small and Medium Scale Businesses (SMEs) in Nigeria. Annals of Management and Organization Research, 5(1), 1-11. doi:https://doi.org/10.35912/amor.v5i1.1719
  13. Ebuka, A. A., Nzewi, H. N., Gerald, E., & Ezinne, K. M. (2020). Digital literacy in a post Coronavirus era: a management perspective for small businesses in Africa. Annals of Management and Organization Research, 1(3), 203-212. doi:https://doi.org/10.35912/amor.v1i3.410
  14. Frimpong, S. E., Agyapong, G., & Agyapong, D. (2022). Financial literacy, access to digital finance and performance of SMEs: Evidence From Central region of Ghana. Cogent Economics & Finance, 10(1), 1-21. doi:https://doi.org/10.1080/23322039.2022.2121356
  15. Fu, C.-J., Silalahi, A. D. K., Yang, L.-W., & Eunike, I. J. (2024). Advancing SME performance: a novel application of the technological-organizational-environment framework in social media marketing adoption. Cogent Business & Management, 11(1), 1-24. doi:https://doi.org/10.1080/23311975.2024.2360509
  16. Ghobakhloo, M., Iranmanesh, M., Vilkas, M., Grybauskas, A., & Amran, A. (2022). Drivers and barriers of industry 4.0 technology adoption among manufacturing SMEs: a systematic review and transformation roadmap. Journal of Manufacturing Technology Management, 33(6), 1029-1058. doi:https://doi.org/10.1108/JMTM-12-2021-0505
  17. Grani?, A. (2024). Technology adoption at individual level: toward an integrated overview. Universal access in the information society, 23(2), 843-858. doi:https://doi.org/10.1007/s10209-023-00974-3
  18. Iyelolu, T. V., Agu, E. E., Idemudia, C., & Ijomah, T. I. (2024). Improving customer engagement and crm for smes with ai driven solutions and future enhancements. International journal of engineering research and development, 20(8), 1150-1168.
  19. James, J. (2021). Confronting the scarcity of digital skills among the poor in developing countries. Development Policy Review, 39(2), 324-339. doi:https://doi.org/10.1111/dpr.12479
  20. John, E. (2024). Show me your networks and i’ll tell you your future: entrepreneurial networks and SME performance. Cogent Business & Management, 11(1), 1-13. doi:https://doi.org/10.1080/23311975.2024.2363433
  21. John, E., Mwakalobo, B., & Bengesi, K. (2023). Influence of social competence on performance of small and medium enterprises (SMES): Empirical evidence from Tanzania’s manufacturing SMES. Journal of Co-operative and Business Studies (JCBS), 6(1).
  22. Lewandowska, A. (2021). Interactions between investments in innovation and SME competitiveness in the peripheral regions. Journal of International Studies, 14(1), 285-307. doi:https://doi.org/10.14254/2071-8330.2021/14-1/20
  23. Mapunda, M. (2021). Determinants of e-marketing adoption by small and medium enterprises in African countries. African Journal of Applied Research, 7(2), 71-87.
  24. Mashavira, N., Guvuriro, S., & Chipunza, C. (2022). Driving SMEs’ performance in South Africa: Investigating the role of performance appraisal practices and managerial competencies. Journal of Risk and Financial Management, 15(7), 283. doi:https://doi.org/10.3390/jrfm15070283
  25. Mdhluli, M. E. (2024). The impact of digital technologies on SME business performance in South Africa. University of the Witwatersrand, Johannesburg (South Africa).
  26. Mookerjee, J., & Chattopadhyay, S. (2022). Measuring The Adoption of social media & Internet Technology for Retailing: An Analysis of Consumer Behaviour. Mathematical Statistician and Engineering Applications, 71(2022), 12430-12450.
  27. Msomi, T. S., & Kandolo, K. M. (2023). Sustaining small and medium-sized enterprises through financial awareness, access to digital finance in South Africa. Investment Management & Financial Innovations, 20(1), 317. doi:https://doi.org/10.21511/imfi.20(1).2023.27
  28. Muazu, S., Inuwa, U., & Ibrahim, A. (2024). Relationship between perceived usefulness, perceived ease and e-marketing intention among SMES in Gombe state, Nigeria. KWASU Journal of the Business of Education, 4(1), 127-138.
  29. Naatu, F., Selormey, F. S., & Naatu, S. (2025). Determinants of digital technology adoption in sub-Sahara Africa: Ghana. International Journal of Emerging Markets, 20(10), 4111-4133. doi:https://doi.org/10.1108/IJOEM-09-2023-1503
  30. Nadkar, A. (2023). Importance of social media marketing on SMEs in South Africa. University of the Free State Repository. Retrieved from http://hdl.handle.net/11660/12592
  31. Ollerenshaw, A., Corbett, J., & Thompson, H. (2021). Increasing the digital literacy skills of regional SMEs through high-speed broadband access. Small Enterprise Research, 28(2), 115-133. doi:https://doi.org/10.1080/13215906.2021.1919913
  32. Omowole, B. M., Olufemi-Philips, A., Ofadile, O., Eyo-Udo, N. L., & Ewim, S. E. (2024). Barriers and drivers of digital transformation in SMEs: A conceptual analysis. International Journal of Frontline Research in Multidisciplinary Studies, 5(2), 019-036. doi:https://doi.org/10.56781/ijsrst.2024.5.2.0037
  33. Oyewobi, L., Adedayo, O. F., Olorunyomi, S. O., & Jimoh, R. A. (2023). Influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs) in Abuja–Nigeria. Engineering, Construction and Architectural Management, 30(9), 4229-4252. doi:https://doi.org/10.1108/ECAM-01-2022-0039
  34. Sánchez-Canut, S., Usart-Rodríguez, M., Grimalt-Álvaro, C., Martínez-Requejo, S., & Lores-Gómez, B. (2023). Professional digital competence: Definition, frameworks, measurement, and gender differences: A systematic literature review. Human Behavior and Emerging Technologies, 2023(1), 8897227. doi:https://doi.org/10.1155/2023/8897227
  35. Shahadat, M. H., Nekmahmud, M., Ebrahimi, P., & Fekete-Farkas, M. (2023). Digital technology adoption in SMEs: what technological, environmental and organizational factors influence in emerging countries? Global Business Review. doi:https://doi.org/10.1177/09721509221137199
  36. Stofkova, J., Poliakova, A., Stofkova, K. R., Malega, P., Krejnus, M., Binasova, V., & Daneshjo, N. (2022). Digital skills as a significant factor of human resources development. Sustainability, 14(20), 13117. doi:https://doi.org/10.3390/su142013117
  37. Swallehe, O. (2021). The Determinants of Adoption of Social Media Marketing Among SMEs in Tanzania. IUP Journal of Marketing Management, 20(1).
  38. Telukdarie, A., Dube, T., Matjuta, P., & Philbin, S. (2023). The opportunities and challenges of digitalization for SME's. Procedia Computer Science, 217, 689-698.
  39. Uluda?, C. Ç. (2023). Digital Literacy (Competency) And Readiness for Organizational Change: The Mediator Role of Resistance to Change. ??letme Ara?t?rmalar? Dergisi, 15(1), 704-717. doi:https://doi.org/10.20491/isarder.2023.1613
  40. Umetiti, C. B., Nwafor, A. E., Arachie, A. E., & Ifeme, A. P. (2025). Digital literacy in the context of small and medium enterprises (SMEs): A performance dynamics. International Journal of Public Administration and Management Research, 11(1), 1-17.
  41. Urban, B., & Maphathe, T. (2021). Social media marketing and customer engagement: a focus on small and medium enterprises (SMEs) in South Africa. Journal of Contemporary Management, 18(1), 48-69. doi:https://doi.org/10.35683/jcm20065.96
  42. Wattenberg, M. (2024). Integration of Successful Customer Engagement for SMEs on Social: Academic Conferences and publishing limited.
  43. Wongkhamdi, T., Cooharojananone, N., & Khlaisang, J. (2020). E-commerce competence assessment mobile application development for SMEs in Thailand. doi:https://doi.org/10.3991/ijim.v14i11.11358
  44. Zhao, Y., Llorente, A. M. P., & Gómez, M. C. S. (2021). Digital competence in higher education research: A systematic literature review. Computers & education, 168, 104212. doi:https://doi.org/10.1016/j.compedu.2021.104212