Exploring the influence of social media marketing on sales promotion among smes in greater accra.

No Thumbnail Available
Journal Title
Journal ISSN
Volume Title
The aim of the study was to explore the influence of social media on sales promotion in smes. The objectives set aimed to pinpoint the primary social media marketing tactics employed by Ghana's retail industry to boost sme products. Additionally, we evaluated how these marketing iii methods impacted sme sales promotions within Ghana's retail sector. Utilizing a qualitative research method, data was gathered from ten businesses in accra, represented by their respective ceos, co-founders, mds, and the like, via comprehensive interviews. Key among the findings is that all businesses use social media. In terms of how they employ them in their daily activities actually depended on the scope of the organizational objectives and industry as well. In relation to the influence of social media on sales, it was found that the study affirms the established understanding of the crucial role social media plays in modern business strategies. It is therefore clear that in the evolving digital landscape, businesses, big or small, stand to gain immensely from an astute and responsive social media strategy.
Thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, Kumasi in partial fulfillment of the requirements for the degree of master of science in marketing