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Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES / CAROLINE JENNINGS-SHOH

Swansea University Author: CAROLINE JENNINGS-SHOH

  • E-Thesis – open access under embargo until: 14th December 2027

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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Published: Swansea 2026
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Low, Tiffany ; Bowen, Robert
URI: https://cronfa.swan.ac.uk/Record/cronfa71915
first_indexed 2026-05-15T15:37:19Z
last_indexed 2026-05-15T15:37:19Z
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recordtype RisThesis
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spelling v2 71915 2026-05-15 Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES fedcdeeb7327941b8f20534b23b3a7fe CAROLINE JENNINGS-SHOH CAROLINE JENNINGS-SHOH true false 2026-05-15 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. E-Thesis Swansea Digital Engagement, Restaurant Promotion, MSMEs, Ghana, Social Media Marketing, Netnography, Hospitality Management, Mixed-Methods Research 14 5 2026 2026-05-14 10.23889/SUthesis.71915 ORCiD identifier: https://orcid.org/0009-0001-9203-4472 COLLEGE NANME COLLEGE CODE Swansea University Low, Tiffany ; Bowen, Robert Doctoral Ph.D 2026-05-15T16:51:19.0695424 2026-05-15T16:33:13.4075156 Faculty of Humanities and Social Sciences School of Management - Business Management CAROLINE JENNINGS-SHOH 1 Under embargo Under embargo 2026-05-15T16:45:57.7849846 Output 4202746 application/pdf E-Thesis – open access true 2027-12-14T00:00:00.0000000 Copyright: The Author, Caroline Nik Jennings-Shoh, 2026. Licensed under the terms of a Creative Commons Attribution-Non-Commercial No–Derivatives (CC-BY-NC-ND) license. Third party content is excluded for use under the license terms. true eng https://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
title Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
spellingShingle Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
CAROLINE JENNINGS-SHOH
title_short Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
title_full Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
title_fullStr Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
title_full_unstemmed Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
title_sort Digital engagement in restaurant promotion: Investigating social media practices among Ghanaian MSMES
author_id_str_mv fedcdeeb7327941b8f20534b23b3a7fe
author_id_fullname_str_mv fedcdeeb7327941b8f20534b23b3a7fe_***_CAROLINE JENNINGS-SHOH
author CAROLINE JENNINGS-SHOH
author2 CAROLINE JENNINGS-SHOH
format E-Thesis
publishDate 2026
institution Swansea University
doi_str_mv 10.23889/SUthesis.71915
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description 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.
published_date 2026-05-14T16:51:20Z
_version_ 1865270197839986688
score 11.106306

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