Research Proposal Example 1 .docx - LS 262 3. The Protocol...

LS 262
3. The Protocol
.1 TITLE:
Social media technologies utilisation by the Free State tourism SMMEs: a stakeholders’ perspective.
.2 INTRODUCTION
This study examines the status and utilisation of social media technologies by Small
Micro and Medium Enterprises (SMMEs) to promote competitiveness. SMMEs play an
important role in the economy of every country. Indeed, SMMEs remain the backbone
of the South Africa economy. Apulu (2012:6) affirms that SMMEs are drivers of
economic growth as they are increasingly recognized as a major means for achieving a
viable industrial diversification in many countries. A study conducted by Abor and
Quartey (2010:218) estimates that 90% of formal business entities in SA are SMMEs,
and they contribute between 52–57% to gross domestic product (GDP) and contribute
about 61% of employment opportunities in the country.
Despite this acknowledged strategic importance of SMMEs, their level of
competitiveness remains challenged/undermined by incapacity to reach a wider
customer base due to their inclination to the use of traditional technologies. SMMEs
play a vital role in the South Africa economy. However, they can even do more if these
entities make the best use of various opportunities availed to them such as social
media technologies. As Agbobli (2013:3) asserts, the competitive ability of SMMEs is
undermined by their inability to deploy their internal resources of small businesses. It
can be inferred from Agbobli’s reasoning that one internal resource that is being under-
utilised by SMMEs for the advancement of their competitive advantage is social media
technology (SMT). SMMEs tend to rely heavily on traditional tools such as newspaper
and Television to stay competitive (Modimogale, 2008:6). These traditional tools are,
however, one way communication in that they do not promote interactive engagement
between SMMEs and their customers. Meske and Stieglitz (2013:62) concur that
SMMEs are behind larger companies regarding the adoption of social media
technologies.
The attribution of lack of SMMEs competitiveness to sub-optimal utilisation of social
media technologies (SMTs) is ironic given the growing trends in SMTs utilisation by
customers and its perceived capacity to foster business-customer relations. There is a
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growing trend of using social media technologies by individuals and organisations.
Treem and Leonardi (2012:143) posit that the use of social media technologies is
proliferating at an incredible speed. Given this global reach of SMTs, there is scope for
their inclusion in the business strategy development of SMMEs to broaden their reach
of customers and to improve the competitive advantage of these firms. The above
assertion can be fundamental to SMMEs that are serious about market growth. By
engaging in social media, SMMEs can interact directly with customers. Therefore, one
of the solutions for uplifting the development of SMMEs is the utilisation of emerging
social technologies. SMMEs in South Africa need to use especially emerging social
technologies as the use of these technologies can help SMMEs to interact with their
potential market. Failure to do so will result in SMMEs lagging behind their large
business counterparts and therefore, becoming disconnected from their market in this
ever-changing techno-driven business world. Therefore, in order to remain relevant, it
is imperative for SMMEs to adopt social media technologies in their business