Impact of social media on start-up survival: Qualitative evidence from Ghana

Abstract

This study investigates how social media as a strategic tool affects start-up survival in Ghana. This study employed a qualitative method particularly, adopted case study approach, interviewing start-ups employees through a questionnaire form. The results show that social media would serve as a strategic tool for start-ups through their lifecycle and has a significant impact on their survival. The study further confirms that Facebook and Twitter are effective social media platforms and can be used for effective communication with ecosystem players and customers, customer attraction, marketing intelligence and image building. In addition, we identified that the adoption of social media is positively related to internet and mobile phone accessibility. This paper contributes to the body of knowledge on start-up efficiency and effectiveness from a developing country's perspective. The paper also benefits ecosystem players and practitioners to formulate possible policies and strategies at each lifecycle stage for customer engagement and creating networks with other stakeholders.