The Influence of Innovation on the Performance of Fast Food Small and Medium-sized Enterprises (SMEs) in Pakistan

Khan, Mahummad Bilawal (2024) The Influence of Innovation on the Performance of Fast Food Small and Medium-sized Enterprises (SMEs) in Pakistan. PhD thesis, University of Gloucestershire. doi:10.46289/8W4H2CK9

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Abstract

As the literature on social media adoption in marketing expanded, there remained a significant gap in understanding its impact on the performance of small and medium-sized enterprises (SMEs). This research aimed to address this gap by examining the antecedents of Facebook and Instagram adoption in marketing and their implications on the marketing performance of fast-food SMEs in Pakistan. Employing a mixed-methods approach, the study collected qualitative data through semi-structured interviews with thirty fast-food SMEs in Lahore, Pakistan, and analysed using thematic analysis. Quantitative data was gathered via a survey and analysed using descriptive statistics. The findings identified several key antecedents influencing the adoption, including interactivity, cost-effectiveness, complexity, compatibility, innovativeness, owner support, customer pressure, market scope, and government support. The adoption significantly enhanced marketing performance by improving customer relations, reaching target audiences, engaging customers, increasing market responsiveness, expanding market reach, and boosting brand awareness and customer buying interest. The study proposed a framework for Facebook and Instagram adoption in marketing with implications for enhancing marketing performance, providing a foundation for future research on social media adoption in SMEs. Theoretical contributions include enriching the existing literature on social media adoption in SMEs and extending the TOE framework. Practically, the study offers actionable insights for fast-food SMEs in Pakistan regarding effective Facebook and Instagram adoption to improve marketing performance.

Item Type:	Thesis (PhD)
Thesis Advisors:	Thesis Advisor Email URL Alkaraan, Fadi falkaraan@glos.ac.uk UNSPECIFIED Nimer, Kahlil knimer@glos.ac.uk UNSPECIFIED Darwish, Tamer tdarwish@glos.ac.uk UNSPECIFIED
Uncontrolled Keywords:	Small and Medium-sized Enterprises (SMEs); Social media adoption; Marketing performance; Technology-Organisation-Environment (TOE) framework; Pakistan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2340.8 Small and Medium-sized businesses, artisans, handcrafts, trades H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Depositing User:	Anne Pengelly
Date Deposited:	15 Jan 2025 12:41
Last Modified:	17 Jan 2025 15:35
URI:	https://eprints.glos.ac.uk/id/eprint/14693

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