A Structural Path Analysis Bangladeshi SMEs’ Sustainability through Social Media Marketing

Abstract

Businesses use technological and social media marketing to respond to the COVID-19 pandemic. The study aims to better understand the factors that impact the spread of new technologies, the effectiveness of social media advertising, and the longevity of businesses. The researcher used a quantitative strategy based on partial least squares structural equation modeling to learn about the phenomenon of interest as much as possible. Dhaka, Bangladesh, small and medium enterprises (SMEs) participated in the survey. According to the findings, the popularity of internet and e-business technologies may be attributed to their apparent usefulness and practical experience ease of use. It is connecting internet/e-business technology, social media marketing, and the long-term success of small and medium enterprises (SMEs). Still, the expense factor was insufficient to prove that SMEs engage in social media advertising. The mediating effects between components may be better understood via internet/e-business technology and social media interactions, as shown in the study. This study is the first of its kind in Bangladesh and sheds light on the resilience of SMEs in the face of the COVID-19 pandemic, notwithstanding its focus on the capital city of Dhaka.