The emergence of social media has influenced how businesses conduct their daily operations. Research on social media and MSSEs is still in its early stages, and there is growing interest from academia for more studies and inquiry in this field. This paper aims to present a qualitative analysis of the nexus between social media adoption and the performance of businesses, focusing on Sri Lanka's micro and small-scale enterprises. In this paper, an interpretive philosophy as the researcher's view has been adopted. The study includes semi-structured interviews of twelve micro and small-scale business owners selected using the purposeful sampling technique, and the thematic analysis was used to answer the research question. The study conclusions provide important insights that could guide Sri Lanka MSSEs in understanding social media and its benefits in emerging markets affecting business performance. The findings also point out activities that business owners can utilize to intensify the performance of the business. The paper suggests the importance of using social media as a practical marketing tool despite the mere presence on the web and the use of various web 2.0 tools instead of only depending on Facebook to enhance business performance. Further, this paper has implications for practitioners and researchers interested in exploring social media adoption in MSSEs in a developing country.
Online video advertising has continued to play a significant role in raising brand awareness in recent years. Companies, entrepreneurs, and practitioners increasingly use YouTube advertising to interact with their consumers, owing to the growing number of YouTube viewers. But only a few researchers have looked at the impact of YouTube advertising value on the purchase intention of YouTube viewers; therefore, the researchers investigate the impact of YouTube advertisement value on the purchase intention of consumers in Western Province, Sri Lanka. Under the deductive approach and the quantitative research methodology, this study investigates Entertainment, Informativeness, Credibility, and Irritation of YouTube advertisement value towards the purchase intention of YouTube viewers. The researchers administered an online questionnaire among YouTube users aged between 18 -40 who live in the Western province of Sri Lanka. Multiple Regression analysis determined the effect of YouTube advertisement value factors on the purchase intention of YouTube viewers. The findings revealed that Entertainment, Informativeness, Credibility of YouTube advertisement value positively affect purchase intention. In contrast, the Irritation of YouTube advertisement value negatively affects the purchase intention of YouTube viewers in Western Province, Sri Lanka. The researchers suggest when developing, designing, and advertising on YouTube, advertisers and practitioners can improve entertainment, informativeness, and credibility and reduce irritation in YouTube advertisements for better performance. The findings of this study provide managerial implications for business organizations, practitioners, advertisers, and advertising agencies to conduct an effective advertising campaign on YouTube.
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