Studies on social media use and effectiveness in large firms abound in the literature.
However, social media usage for relationship marketing in small and medium enterprises is
under-researched. This research examined how social media affordances influence SMEs'
relationships with their customers. The Technology Affordance theory was utilized as the
theoretical framework. Furthermore, a case study was used as the research design. The
study's participants were SME owners/managers operating in Ghana. The thematic analysis …