E-Thesis 3 views
Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES / CAROLINE JENNINGS-SHOH
Swansea University Author: CAROLINE JENNINGS-SHOH
DOI (Published version): 10.23889/SUthesis.71915
Abstract
This PhD thesis investigates digital engagement in restaurant promotion among Ghanaian micro- and small, and medium-sized enterprises (MSMEs), arguing that their social media practices are an adaptive response to local contexts and resource constraints. The study uses a mixed-methods approach, combi...
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Swansea
2026
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| Institution: | Swansea University |
| Degree level: | Doctoral |
| Degree name: | Ph.D |
| Supervisor: | Low, Tiffany ; Bowen, Robert |
| URI: | https://cronfa.swan.ac.uk/Record/cronfa71915 |
| Abstract: |
This PhD thesis investigates digital engagement in restaurant promotion among Ghanaian micro- and small, and medium-sized enterprises (MSMEs), arguing that their social media practices are an adaptive response to local contexts and resource constraints. The study uses a mixed-methods approach, combining interviews and netnographic analysis, and is framed by an integrated theoretical model that synthesises several key frameworks to provide a holistic understanding of the phenomenon. The thematic analysis reveals five key themes: the perceived strategic value of social media, specific marketing practices, perceptions and challenges, the influence of personal attributes, and external factors like the COVID-19 pandemic and structural constraints. The thesis concludes with practical recommendations for both social media companies and MSMEs, emphasising the importance of localised support, streamlined payment integration, and a focus on leveraging cultural capital to achieve sustainable business growth. |
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| Item Description: |
ORCiD identifier: https://orcid.org/0009-0001-9203-4472 |
| Keywords: |
Digital Engagement, Restaurant Promotion, MSMEs, Ghana, Social Media Marketing, Netnography, Hospitality Management, Mixed-Methods Research |
| College: |
Faculty of Humanities and Social Sciences |