Business communication strategies as an internal locus of sustainability in SMEs. A case study of Greece

Abstract

This study explores the pivotal role of business communication strategies in fostering sustainability within small and medium-sized enterprises (SMEs) in Greece. By examining internal communication dynamics, it highlights how these strategies enhance resilience, profitability, and competitiveness, offering practical insights for optimizing communication practices to ensure long-term sustainability. The research evaluated how business communication techniques affected the sustainability of small and medium-sized enterprises (SMEs) in Greece. Data was collected from 245 owners and employees of different SMEs in Greece using an online questionnaire. The results show that, audience analysis, technology-based communication, clear and succinct messages, and feedback systems are some of the business communication elements that significantly impact sustainability in SMEs in Greece. Furthermore, this study establishes that technology usage in business communication has a significant and direct effect on the profitability that creates sustainable SMEs in Greece. The research findings also strongly explain social media usage and its relationship with SME sustainability. The study findings also advocate that social media is an effective marketing tool for SMEs sector to adopt or integrate and that it has increasingly ceased to be an option for SMEs but a strategic tool to meet the increasing and sophisticated needs of the modern-day consumer in to the improve the decision-making process and remain competitive.