Does Marketing through the Use of Social Media Influence the Sustainability of Business in a Time of Crisis like COVID- 19?

Abstract

The adoption of technology and social media marketing has been rejoined by the business due to massive restriction policy imposed by the government due to the pandemic (COVID-19). The purpose of this research is to elaborate on issues that affect social media marketing, business sustainability, and technology adoption. Partial Least Squares Structural Equation Modeling with a quantitative approach was involved in this study to increase the understanding. A total sample of 120 members of 62 registered and functioning cooperative societies (SACCOS) in Moshi Municipality with 12,722 members were interviewed. Questionnaires were constructed to gain access to the small and medium-scale businesses that are members of SACCOS. The research indicates that Cost, perceived usefulness of affordable and accessible microfinance services, and perceived ease of use influence the adoption of Internet/ e-business technology. It also connects social media marketing, internet/e-business technology, and SMEs sustainability. The SMEs are unable to implement the adoption of social media marketing due to cost. The adoption of internet/e-business technology and social media marketing explain the relationship between variables. Findings of sustainability of the SMEs in Tanzania during the COVID-19 era reveal that there is a positive significant relationship between perceived usefulness of affordable and accessible microfinance services and sustainability of SMEs (6=0.089 t-2.248, p=0.025).