| Peer-Reviewed

The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality

Received: 28 June 2023     Accepted: 22 July 2023     Published: 31 July 2023
Views:       Downloads:
Abstract

Social media in the 21st century business environment has become a digital arena where people can share ideas about their businesses in general. However, it enhances communication and interaction among various individuals around the universe. The major concern that influenced the study has to do with the fact that, irrespective of the numerous benefits of social media in the fashion industry, there has been no evidence indicating the impact of social media on fashion businesses in the Sunyani municipality. The study seeks to evaluate the impact of social media on the small-scale fashion industries in the Sunyani Municipality. Specifically, it attempts to examine the impact of social media platforms on fashion brand marketing and promotion and assess the effective use of social media tools by the small-scale fashion industries. The study employed a qualitative research design where interviews were used as instrument for data collection. In view of this, the municipality was grouped into four zones, and five industries were selected from each zone to represent the sample size using a purposive sampling technique. The study reveals that social media has a positive impact on small-scale fashion industries when employed as marketing and promotional tools. The study underscores that small-scale fashion industry players understand effective ways of handling social media platforms. However, it is recommended that fashion designers adopt social media for communication and marketing purposes.

Published in American Journal of Art and Design (Volume 8, Issue 3)
DOI 10.11648/j.ajad.20230803.11
Page(s) 82-86
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Social Media, Marketing, Fashion, Industry, Networking, Brand

References
[1] Central Bank of Kenya (CBK) Report, 2017.
[2] Pentina, I., Koh, A. C., & Le, T. T. (2012). Adoption of social networks marketing by SMEs: Exploring the role of social influences and experience in technology acceptance, 7 (1).
[3] Kaplan, A. M. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.
[4] Thackeray, R., Neiger, B. L., Hanson, C. L. and McKenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health promotion practice, 9 (4), pp. 338-343.
[5] Chaffey, D. (2008). What is online branding? eMarketing-Glossary.
[6] Gekombe, C., Tumsifu E., Dev Jani, D. (2019) Social media use among small and medium enterprises: A case of fashion industry growth. University of Dar es Salaam Library Journal, Vol 14, No 2, pp 3-18.
[7] Jan, A. & Furqan, K. M, (2014, Nov). “Social Media Is Nothing but a Public Relation Tool.” The International Journal of Business & Management, Vol 2 (12).
[8] Kwadzie, T. (2019). A study evaluating the effectiveness of social media as a marketing tool for events: A case study of EIB. Accra, Ghana Institute of Journalism.
[9] Amoako, K. G., Bernard, K. Okpattah, K. B. & Arthur, E. (2019, April). The impact of social media marketing on brand equity - A perspective of the telecommunication industry in Ghana. Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3, pp. 113-122.
[10] Gensler, S., Valckner, F., Liu-Thompkins, Y. and Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27, 242-256.
[11] M2PressWIRE. (2011). Retailers more than double their following on social media sites. M2PressWIRE, Retrieved from EBSCO host.
[12] Qualman, E. (2009). Socialnomics, how Social media transforms the way we live and do the business. John Wiley & Sons, Inc.
[13] Agbo, J. C. O. & Abass, S. M. (2018, Nov). Impact of social media marketing on the performance of clothing design industry in Abuja. Journal of Business and Economics, Volume 9, No. 11, pp. 973-982.
[14] Stephenson, L. (2009). From blogs to twitter, fashion world rushes to tap into social media. WWD: Women’s wear daily, 197 (131), 1-1. MULL, Retrieved from EBSCO host.
[15] Ziv, Y. (2010). How the fashion industry is using digital tools to increase ROI. Retrieved Feb. 9, 2011, from Mashable, New Jersey. Website: http://mashable.com/2010/10/21/fashiondigital.tools/
[16] Apparel Magazine (2020). How Social media is revolutionizing the apparel industry-one message at a time. Apparel Magazine, 52 (4), 1-6. Retrieved from EBSCO host.
[17] Lee, R. W, (2009). Five ways social media changed fashion in 2009. Retrieved from http://mashable.com/2023/4/3/social-media-fashion/
[18] Chi, H. H (2011). Interactive digital advertising VS. Virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12, 44-61.
[19] Prabhakar, H. (2010). How the fashion industry is embracing social media. Retrieved from http://mashable.com/2010/2/13/fashion-industry-social-media/
[20] Bourne, L. (2010). Social media is fashion’s newest muse. Retrieved From http://www.forbes.com/2023/04/05/fashion-social-networking-customer-feedback-forbes-womanstyle-designers.html.
[21] Ahmad, N., Salman, A. & Ashiq, R. (2015). The impact of social media on fashion industry: Empirical investigation from Karachiites. Journal of Resources Development and Management Vol. 7, 2015.
[22] Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & MohdShuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data System, 11 (3), 570-588.
[23] Kietzmann, J. H., Silvestre, B. S., McCarthy, I. P., & Pitt, L. (2012). Unpacking the social media phenomenon: Towards a research agenda. Journal of Public Affairs, 12 (2), 109-119.
[24] Taprial, V. and Kanwar, P. (2012). Understanding social media. United States: Ventus Publishing.
[25] As‟ad, H. Abu- Rumman and Anas, A, Y. (2014). The impact of social media marketing on Brand Equity: An Empirical study on Mobile Service Providers in Jordan. Review of Integrative Business & Economics Research, Vol 3 (1).
Cite This Article
  • APA Style

    Opoku Moses, Baiden Sarah. (2023). The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality. American Journal of Art and Design, 8(3), 82-86. https://doi.org/10.11648/j.ajad.20230803.11

    Copy | Download

    ACS Style

    Opoku Moses; Baiden Sarah. The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality. Am. J. Art Des. 2023, 8(3), 82-86. doi: 10.11648/j.ajad.20230803.11

    Copy | Download

    AMA Style

    Opoku Moses, Baiden Sarah. The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality. Am J Art Des. 2023;8(3):82-86. doi: 10.11648/j.ajad.20230803.11

    Copy | Download

  • @article{10.11648/j.ajad.20230803.11,
      author = {Opoku Moses and Baiden Sarah},
      title = {The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality},
      journal = {American Journal of Art and Design},
      volume = {8},
      number = {3},
      pages = {82-86},
      doi = {10.11648/j.ajad.20230803.11},
      url = {https://doi.org/10.11648/j.ajad.20230803.11},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajad.20230803.11},
      abstract = {Social media in the 21st century business environment has become a digital arena where people can share ideas about their businesses in general. However, it enhances communication and interaction among various individuals around the universe. The major concern that influenced the study has to do with the fact that, irrespective of the numerous benefits of social media in the fashion industry, there has been no evidence indicating the impact of social media on fashion businesses in the Sunyani municipality. The study seeks to evaluate the impact of social media on the small-scale fashion industries in the Sunyani Municipality. Specifically, it attempts to examine the impact of social media platforms on fashion brand marketing and promotion and assess the effective use of social media tools by the small-scale fashion industries. The study employed a qualitative research design where interviews were used as instrument for data collection. In view of this, the municipality was grouped into four zones, and five industries were selected from each zone to represent the sample size using a purposive sampling technique. The study reveals that social media has a positive impact on small-scale fashion industries when employed as marketing and promotional tools. The study underscores that small-scale fashion industry players understand effective ways of handling social media platforms. However, it is recommended that fashion designers adopt social media for communication and marketing purposes.},
     year = {2023}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - The Impact of Social Media on Small-Scale Businesses in Ghana: A Case of Fashion Brand Marketing and Promotion in Sunyani Municipality
    AU  - Opoku Moses
    AU  - Baiden Sarah
    Y1  - 2023/07/31
    PY  - 2023
    N1  - https://doi.org/10.11648/j.ajad.20230803.11
    DO  - 10.11648/j.ajad.20230803.11
    T2  - American Journal of Art and Design
    JF  - American Journal of Art and Design
    JO  - American Journal of Art and Design
    SP  - 82
    EP  - 86
    PB  - Science Publishing Group
    SN  - 2578-7802
    UR  - https://doi.org/10.11648/j.ajad.20230803.11
    AB  - Social media in the 21st century business environment has become a digital arena where people can share ideas about their businesses in general. However, it enhances communication and interaction among various individuals around the universe. The major concern that influenced the study has to do with the fact that, irrespective of the numerous benefits of social media in the fashion industry, there has been no evidence indicating the impact of social media on fashion businesses in the Sunyani municipality. The study seeks to evaluate the impact of social media on the small-scale fashion industries in the Sunyani Municipality. Specifically, it attempts to examine the impact of social media platforms on fashion brand marketing and promotion and assess the effective use of social media tools by the small-scale fashion industries. The study employed a qualitative research design where interviews were used as instrument for data collection. In view of this, the municipality was grouped into four zones, and five industries were selected from each zone to represent the sample size using a purposive sampling technique. The study reveals that social media has a positive impact on small-scale fashion industries when employed as marketing and promotional tools. The study underscores that small-scale fashion industry players understand effective ways of handling social media platforms. However, it is recommended that fashion designers adopt social media for communication and marketing purposes.
    VL  - 8
    IS  - 3
    ER  - 

    Copy | Download

Author Information
  • Department of Visual and Industrial Art, Sunyani Technical University, Sunyani, Ghana

  • Department of Visual and Industrial Art, Sunyani Technical University, Sunyani, Ghana

  • Sections