- Title
- The use of social media advertisement platforms for the survival of SMMEs in the VUCA world
- Creator
- Jawadu, Atuweni
- Subject
- Thesis (MCom) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2025
- Subject
- Advertising -- South Africa -- Nelson Mandela Metropolitan Municipality
- Subject
- Business enterprises -- South Africa -- Nelson Mandela Metropolitan Municipality
- Date Issued
- Faculty of Business and Economic Sciences
- Date
- Faculty of Business and Economic Sciences
- Type
- Master's theses
- Type
- The use of social media advertisement platforms for the survival of SMMEs in the VUCA world
- Identifier
- http://hdl.handle.net/10948/72757
- Identifier
- vital:79255
- Description
- In an era characterised by volatility, uncertainty, complexity, and ambiguity (VUCA), the survival of small, Medium, and Micro-Sized Enterprises (SMMEs) has become increasingly challenging. This dissertation investigates the role of social media advertising platforms as vital tools for enhancing the resilience and sustainability of SMMEs in this dynamic landscape. Focusing on the beauty industry within Nelson Mandela Bay (NMB), the study employs a quantitative research design complemented by semi-structured interviews to gather comprehensive data. The research analyses how SMMEs leverage social media platforms - such as Facebook, Instagram, X, and several others - to navigate modern marketing challenges. Through a combination of quantitative surveys and qualitative insights from semi-structured interviews, the findings reveal that SMMEs which effectively harness social media not only enhance their visibility but also develop stronger relationships with their customers. Thematic analysis is utilised to interpret the qualitative data, identifying key themes related to marketing strategies, customer engagement, and adaptability. This study contributes to the understanding of digital marketing strategies in the context of SMMEs, offering practical insights for entrepreneurs seeking to thrive in a VUCA world. The implications of this study’s findings underscore the importance of integrating social media into business models as a means of ensuring long-term success and competitiveness in an ever-evolving marketplace. By highlighting the intersection of quantitative and qualitative methods, this research provides a nuanced perspective on how SMMEs can leverage social media for sustainable growth. The study recommends that SMMEs enhance their social media advertising effectiveness by implementing targeted training programmes for owners and marketing teams, focusing on digital marketing skills and strategies. Forming strategic partnerships with digital marketing experts can provide valuable insights and resources while fostering a culture of continuous learning, through online courses and industry events, will keep teams updated on current trends. Additionally, prioritising data analytics to refine social media advertising strategies and actively engaging with local communities can strengthen brand loyalty and customer relationships. By adopting these approaches, SMMEs can effectively navigate the challenges of a VUCA world and improve their chances of survival and growth. In conclusion, this study underscores the critical role of social media advertising platforms in empowering SMMEs to thrive in a VUCA world. By leveraging targeted training, strategic partnerships, continuous learning, data analytics, and community engagement, SMMEs can enhance their marketing effectiveness and resilience. The insights gained from this research provide a valuable framework for entrepreneurs seeking to adapt to an ever-evolving digital landscape, ultimately fostering sustainable growth and success in their respective industries.
- Description
- Thesis (MCom) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2025
- Format
- 2025-04
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (168 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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- Visitors: 4
- Downloads: 1
Collections
NMU School of Management Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | JAWADU, A.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |