Business Commons^™

Digital Transformation Of Smes Through Social Media, Georgette Eugenia Otoo, Raphael Amponsah, Eric Afful-Dadzie, Emmanuel Awuni Kolog

African Conference on Information Systems and Technology

This research paper explores the strategic integration of social media platforms by Small and Medium-sized Enterprises (SMEs) in Low- and Middle-Income Countries (LMICs) beyond marketing. Drawing from Resource-Based View and Dynamic Capabilities theories, the study investigates how social media enhances management, coordination, and control functions. Through five diverse case studies from Ghana, findings reveal SMEs’ innovative use of platforms like Instagram, WhatsApp, Slack, and Trello. These platforms foster efficient internal communication, customer engagement, project management, and talent acquisition. Challenges such as technical expertise and dynamic digital landscapes are identified.