Antecedents of Sustainable SMEs in the Social Media Space: A Partial Least Square-Structural Equation Modeling (PLS-SEM) Approach

Abstract Social media has become explosive, permeating every sphere of the socio-cultural lives individuals and businesses, causing nations to technologically evolve. The dramatic growth in adoption use social beneficial Small Medium Enterprises (SMEs), significantly contributing resolving a nagging challenge effectively advertising their goods services. Consequently, SMEs can achieve business sustainability through increased harnessing opportunities provided media. COVID-19 pandemic an impetus for both consumers SME businesses leverage interaction media, which may lead growth. This research thus sets out identify how contributes within developing country context. To accomplish this objective, primary data was collected from hospitality industry across sixteen administrative regions Ghana using survey simple random sampling techniques. Questionnaires were distributed managerial staff each randomly selected participant. Out 900 questionnaires distributed, 718 filled correctly analysis. researchers quantitatively analyzed responses Partial Least Square-Structural Equation Modeling(PLSSEM) statistical software ADANCO 2.0 version. results indicated that are capable customer attraction, marketing strategy, communication channel financial performance.