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p-Index From 2021 - 2026
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All Journal Annals of Management and Organization Research
Anagwu, Victoria Kenechukwu
Unknown Affiliation
Economics, Econometrics & Finance

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Technology adoption and social media marketing performance of small and medium enterprises Okwudiri, Nnanna-Ohuonu; Oliseh, Peter Sunday; Anagwu, Victoria Kenechukwu; Nwanya , Christian Chidi; Chukwu , Chinedumathew
Annals of Management and Organization Research Vol. 7 No. 1 (2025): August
Publisher : goodwood publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/amor.v7i1.3369

Abstract

Purpose: This study examined how small and medium-sized businesses (SMEs) in Sub-Saharan Africa (SSA) use technology, and how well they perform on social media marketing. The objectives of the study were to determine the most suitable methods for evaluating the digital competence of SMEs to achieve customer engagement, and to evaluate the challenges SMEs face in acquiring digital competence for enhanced customer engagement among Sub-Saharan SMEs. Methods: The study synthesized findings from existing academic literature published between 2015 and 2025 using a qualitative research design that included a systematic literature review and thematic content analysis. Results: The findings revealed that assessing employees' perceived usefulness and ease of use of digital tools, evaluating performance metrics related to customer engagement, and analyzing investment in digital training are suitable methods for evaluating digital competence. The study also identified significant challenges, including a lack of necessary digital skills, financial constraints, inadequate technological infrastructure, and low digital literacy. Limitations: The generalizability of the this study is limited because of using only qualitative analysis. Also, focusing on a single source of data (secondary qualitative) which may have context specific issues limited this study also.  Contribution: Given that technology in marking is a very significant area in the management and sustainability of organizations, especially SMEs to be able to compete with bigger and more established businesses, this study makes a case for social media marketing integration into the operations of SMEs, and ways to evaluate their digital competence so as to achieve customer engagement.
Technology adoption and social media marketing performance of small and medium enterprises Okwudiri, Nnanna-Ohuonu; Oliseh, Peter Sunday; Anagwu, Victoria Kenechukwu; Nwanya , Christian Chidi; Chukwu , Chinedumathew
Annals of Management and Organization Research Vol. 7 No. 1 (2025): August
Publisher : goodwood publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/amor.v7i1.3369

Abstract

Purpose: This study examined how small and medium-sized businesses (SMEs) in Sub-Saharan Africa (SSA) use technology, and how well they perform on social media marketing. The objectives of the study were to determine the most suitable methods for evaluating the digital competence of SMEs to achieve customer engagement, and to evaluate the challenges SMEs face in acquiring digital competence for enhanced customer engagement among Sub-Saharan SMEs. Methods: The study synthesized findings from existing academic literature published between 2015 and 2025 using a qualitative research design that included a systematic literature review and thematic content analysis. Results: The findings revealed that assessing employees' perceived usefulness and ease of use of digital tools, evaluating performance metrics related to customer engagement, and analyzing investment in digital training are suitable methods for evaluating digital competence. The study also identified significant challenges, including a lack of necessary digital skills, financial constraints, inadequate technological infrastructure, and low digital literacy. Limitations: The generalizability of the this study is limited because of using only qualitative analysis. Also, focusing on a single source of data (secondary qualitative) which may have context specific issues limited this study also.  Contribution: Given that technology in marking is a very significant area in the management and sustainability of organizations, especially SMEs to be able to compete with bigger and more established businesses, this study makes a case for social media marketing integration into the operations of SMEs, and ways to evaluate their digital competence so as to achieve customer engagement.
Digital Transformation and Employee Productivity in Nigeria’s Mobile Telecommunication Sector Kekeocha, Ezinne Mary; Oliseh, Sunday Peter; Anagwu, Victoria Kenechukwu; Nwanya, Christian Chidi
Annals of Management and Organization Research Vol. 7 No. 3 (2026): February
Publisher : goodwood publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/amor.v7i3.3565

Abstract

Purpose: This study seeks to analyze Digital Transformation and employee productivity in Nigeria’s mobile telecommunications sector by specifically examining the effect of digital skills and task efficiency among employees and investigating the effect of technology adoption on the output quality of employees in Nigeria’s mobile telecommunications sector.  Research Methodology: A survey research design was utilized, and data were collected from 347 employees in the Nigerian mobile telecommunications sector and analyzed using linear regression.  Results: The findings revealed that digital skills had a significant, strong positive effect on task efficiency, with the model explaining 61.3% of the variance. Similarly, technology adoption significantly and positively affected output quality, accounting for 45.4% of the variance in the outcome variable. Conclusions: Mobile telecommunication firms must prioritize strategic training initiatives to fully leverage their technological investments and optimize workforce performance Limitations: Online surveys were utilized; hence, there may be bias in responses from respondents. Contributions: This study will enable the management of mobile telecommunications firms to design and implement target programs and provide insight into how to collaborate with policymakers and industry leaders to develop a digital literacy framework.
Co-Authors Chukwu , Chinedumathew Kekeocha, Ezinne Mary Nwanya , Christian Chidi Nwanya, Christian Chidi Okwudiri, Nnanna-Ohuonu Oliseh, Peter Sunday Oliseh, Sunday Peter