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

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 < 0.001) between broadband internet access, financial resources, and social media use, all critical factors for maintaining digital engagement and ensuring business continuity. The study advocates for increased public and private investment in rural broadband infrastructure to address the digital divide and emphasises capacity building programmes to enhance digital literacy and social media marketing skills among rural entrepreneurs. The findings offer actionable insights for policy and practice, supporting the long-term sustainability of rural SMMEs and promoting inclusive digital development in rural KZN. A Social Media Adoption Model is proposed to enhance the survival and growth of rural SMMEs during the Covid-19 crisis in KZN.

Keywords: {'name': 'Rural SMMEs, Social media, Critical factors, Covid-19 crisis, Business survival and growth, KwaZulu-Natal, South Africa.'}

Authors & affiliations

Sabelo Mpungose
Affiliation not supplied

Lawrence Mpele Lekhanya
Affiliation not supplied

Emem O. Anwana
Affiliation not supplied

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