LEVERAGING SOCIAL MEDIA FOR GROWTH: OPPORTUNITIES FOR SMALL-SCALE TEXTILE AND FASHION ENTREPRENEURS IN EMERGING DIGITAL ECONOMIES

In the context of a less digitalised economy, small-scale textile and fashion professionals face unique challenges and opportunities in leveraging social media for growth. Drawing on the social media engagement theory, this study explores the strategic potential of social media marketing as a transformative tool for these professionals. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse the data collected. Purposive sampling techniques were employed to gather data from 457 textile and fashion professionals from two business regions of the country. The study findings revealed that four of the proposed hypotheses were significant, while two were not. The findings indicate that effective social media strategies can significantly impact small fashion brands by providing cost-effective marketing solutions that reach a global audience. The study contributes to understanding the nuanced strategies employed by small businesses that leverage emerging innovations to create sustainable growth pathways in less-digitalised economies such as Ghana.