Abductive Approach Research Articles

Impact of Human Resource Information System Performance for Sustainable Health Sector in South Africa

The search for significance in the constantly changing health sector environment has led many organisations/sectors to consider numerous strategies, such as the introduction of information systems in human resource management. Thus, the utilisation of human resource information systems (HRIS) for sustainable healthcare workforce performance to realise substantial study interest without proportionate consideration of how HRIS can impact the healthcare sector for sustainable development growth in South Africa (SA). A mixed-method research design was employed; four public hospitals were selected in the Western Cape Provincial Department of Health and Wellness (WCPDHW) of SA. A pragmatic paradigm with an abductive approach was initiated. Psychometric properties testing was carried out to assess the reliability and validity of the data instrument. The participants were selected purposively from the four hospitals. Forty-six questionnaires and forty-one interviews were collated for the study. It was realised that the lack of effective HRIS does not bode well for healthcare workforce performance management due to reasons such as insufficient computers and information systems, lack of teamwork and staff participation, lack of sophisticated systems, lack of confidentiality of information, continuous use of manual HR processes, lack of government support and commitment. These reasons do not support sectors such as healthcare that should add to the country’s growth and sustainable strategy. The respondents argue that the effectiveness of information systems is sustained if a suitable intervention of how it can be improved to achieve better healthcare performance in the sector is introduced. It was found that the lack of upgrades to the system in use does create negativity among healthcare workers regarding the impact of HRIS on their performance in the healthcare sector. The study recommends sustainable technological structures and the elimination of manual HR processes. It further recommends effective guidelines for effective HRIS utilisation to sustain workforce performance in SA’s health sector. Future research directions are signalled in the study.

Psychological stress and psychological well-being among sports coaches: A close proximity longitudinal daily diary study

It is essential to understand sports coaches’ experiences of psychological stress and psychological well-being (PWB) on a daily basis to better equip coaches to manage stress and improve well-being. Coaches make a vital contribution to sport and, given the potentially stressful nature of coaches’ roles, are required to manage their own PWB and performance alongside that of the athletes with whom they work. To better understand how to support coaches, we explored coaches’ experiences of stressors, primary appraisals, coping, and PWB using a close proximity longitudinal daily diary approach. Five sports coaches (one woman and four men) each completed an interval-contingent, daily diary over a 28-day period. The diary facilitated understanding of the coaches’ experiences of their worlds and captured descriptions of the coaches’ daily lives. Underpinned by our constructivist paradigm and following an abductive approach to data analysis, four experiences are presented (preparing for major events and championships, competition, admin and national governing body-related tasks, and work-life balance) using a trajectory approach. This method of data presentation allows understanding of each coach’s journey through their experiences as they occurred over the 28-day period. The experiences are categorized into themes representing stressors, primary appraisals, coping, and PWB. Collectively, the findings highlight that coaches experienced certain stressors (e.g., athlete-related) on a regular basis, and that they appraised (e.g., as a challenge) and coped with these experiences in different ways (e.g., via information seeking). The findings also demonstrate that stress experiences influenced different elements of the coaches’ PWB (e.g., relationships with others, personal growth) and that, occasionally, coaches may experience delayed or inaccessible appraisals of a stressor.

The Misuse of Technology for Business (Organizational) Gains: A Case Study Approach of Implementing SAP-ISU Technology to Unethically Maximize Organizational Profits.

Given the increasing use of Information Systems (IS) technology in organizational settings, business authors have attempted to explore the impact of IS technology on organizational efficiency and productivity. While IS technology offers various benefits to organizations, we know little about the misuse of technology by corporations to maximize their profits unethically. This paper engages with the question of how organizations ignore ethical considerations and exploit certain functions of IS technology to pursue their interests. The authors argue that exploring this area is crucial to outline the ethical use of technology within organizations. To support this research empirically, the authors conducted a qualitative exploratory case study of the implementation of SAP-ISU (Systems, Applications, and products – Industrial Solution for Utilities) technology by a large utility-providing firm in a Southeast Asian Country that misused the ‘billing function’ of the technology to overcharge its customers for personal gains. Methodologically, the authors have borrowed conceptual clarity from the abduction approach to infer the case study findings. In line with the abduction approach, the main findings of the case study data have been used to extend the ‘affordances of the technology’ framework to illustrate how the SAP-ISU technology provided ‘action possibilities’ for the organization to penalize its customers. The case study is compiled after in-depth interviews with 25 managers and 15 customers and an analysis of the secondary data available on the said topic. The qualitative data is analyzed using NVIVO software. This paper concludes that organizations must adhere to ethical compliance while using the technologies to ensure transparency and improved customer experience.

An exploration of organizational climate in community-based opiate prescribing services; a mixed methods study

IntroductionAssessing the internal dynamics of organizations has been shown to provide information that can help planners and policymakers improve service delivery. A good organizational climate, which in this study incorporates mission clarity, team cohesion, staff autonomy, communication, levels of stress, and openness to change has been shown to be of particular importance. Still, there is a dearth of evidence in this area, and while relationships between organizational factors have been identified, little is known about the mechanisms that might underpin these relationships, and there is little understanding of how to address deficits once they are identified. The objective of this study was to identify relationships between program factors that influence organizational climate and to explore which mechanisms might underpin these relationships. MethodsThis paper reports on a cross-sectional, concurrent, mixed-methods study design, across twelve discrete community-based prescribing service providers (organizations) in Ireland. Data was obtained using a staff survey [n = 132] which utilized measurements of organizational readiness to change and one-to-one interviews [n = 12]. Quantitative data was analyzed using multivariate linear regression modeling which assessed relationships between variables, while interviews were analyzed using an abductive approach, both types of data were synthesized at the interpretation stage. ResultsA range of interdependent factors were considered to affect the climate of organizations. Surveys identified that specific types of resources, such as physical infrastructure, training, and staffing resources were important for supporting a good organizational climate, while programs with greater needs had a poorer climate. Opportunities for professional growth, the skill sets of staff, and having access to e-communication were also significant. Interviewees reported that rigid organizational hierarchies and bureaucracy, philosophical views of addiction, stress, and staff turnover were influenced by the provision of fewer resources. Interdependent factors such as leadership, supervision, staff relationships, and collective training, also thought to be influenced by resources, were considered to positively influence programs. Resources were not the only challenge identified, and practices within programs and how existing resources are used were also thought to contribute both positively and negatively to the internal dynamics of services. ConclusionKey findings in this study identified that the organization of effective services is influenced by a range of specific factors, some of which can be addressed without additional resources. Overall, staff views of organizations can provide us with valuable information to support service improvement. Using a mixed methods approach can not only identify where relationships between organizational variables exist but can also help us to understand the mechanisms that underpin these relationships and, importantly, how to address deficits once they are identified. In order to improve how substance misuse services work, the need for a long-term systemic approach to program development, which incorporates some of the findings from this study, is required.

Barriers and Enablers in Integrating AI into Human Resource Management Strategies: Maximizing Human Capital

Artificial intelligence (AI) has shaken the foundation of modern workplaces like never before and has induced digitized workstyles within the organisation. These furtherance in technology are generating significant interest among stakeholders to embrace AI in human resource management (HRM). Research and Development teams, analysts and practitioners are keen to investigate the sequel of AI in HR and their collaboration with gadget applications involving machine language, Data-science, Blockchain and Big Data. This study investigates HRM specific factors that are imbibed towards adoption of AI in extended HR based digital platform adopting a qualitative research design with an abductive approach. This research also investigates key enablers like optimistic, enthusiastic, and collaborative employees, strong digital enabled leadership, reliable HR meta-data, specialized HR partners, and well-rounded accountable AI ethics. The study also examines barriers towards awareness in AI adoption: the inability to have a timely internal audit pulse check of employees, their ability of emotional decision making, ineffective agile digital experts as well as external HR partners. On summarising, this study also contributes theory by providing a model that influences AI adoption and proposes ascending in welcoming unified theory of acceptance and use of innovative technology in the context of AI adoption in HR upskilling and reskilling ecosystems eventually. The study also contributes the anecdotes of best-in-class industrial HR practices with secured digital policy formulation to reimagine cybermated workplaces cubical. Maximising the human capital in the digital era be obliged in harmonious conglomerative human–AI enterprise making workplaces an eminent future-ready in the wake of productive and massive successful digital disruptions with efficacy.

Informal caregivers' experiences of support from a tailored primary healthcare unit for older adults - A focus group study.

Informal caregivers are an essential part of health and social care systems worldwide. As such, they may need professional support. The aim of this study was to describe informal caregivers' experiences and need for support from a tailored primary health care (PHC) unit. This is a qualitative descriptive study using data collected from five semi-structured focus group discussions with a purposeful sample of 16 informal caregivers of older relatives. Respondents were recruited from a tailored PHC unit for people aged 75 years or older in a region in central Sweden. The data were analysed by qualitative content analysis with an abductive approach, based on the principles of the patient- and family-centred care framework. The overarching theme was 'Striving for partnership'. The findings indicate that informal caregivers to some extent felt supported by the healthcare professionals. However, the caregivers expressed a need to be further acknowledged by the professionals in order to participate in the care of their older relatives in the way they wanted. Moreover, insufficient information regarding the older adult's health condition and care provided by the professionals had a negative impact on the caregiver's participation in care. Informal caregivers have unmet needs for support and strive for a partnership with the PHC professionals. PHC professionals should be more attentive and invite informal caregivers to participate in the care of the older adult in order to meet their support needs and build an equal partnership. The patient- and family-centred care framework may be of guidance when providing care for older adults in a PHC context.

Circular entrepreneurial ecosystems: a Quintuple Helix Model approach

PurposeThe shift toward a circular economy (CE) represents a collaborative endeavor necessitating the presence of efficient frameworks, conducive contexts and a common comprehension. This research serves as a pivotal stride towards this goal, presenting an exclusive prospect for the investigation and fusion of these frameworks, with particular emphasis on the Quintuple Helix Model (5HM), into a unified theoretical framework that underscores the core principles of the CE. This study is centered on three pivotal questions aimed at decoding the CE transition in specific regional settings.Design/methodology/approachAdopting an abductive approach firmly anchored in a two-stage qualitative process, this study specifically merges the foundational principles from institutional theory, entrepreneurship literature and CE frameworks to provide insights into the dynamics of circular ecosystems, with a specific focus on the Huelva region in Spain.FindingsThe findings demonstrate significant potential in the CE, ranging from the integration of product and service systems to innovations in eco-industrial practices. Yet, a notable deficiency exists: the absence of institutional entrepreneurs, highlighting the essential role that universities can play. As recognized centers of innovation, universities are suggested to be key contributors to the transformation toward a CE, aligning with their societal and economic responsibilities.Practical implicationsThis study highlights the importance of managing relationships with entities like SMEs and policymakers or academia for effective CE adoption. Policymakers can refine strategies based on the research’s insights, while the impact of university-driven circular ecosystems on sustainable societies is another crucial area for research.Originality/valueThe sustainability models cited in CE literature may not be comprehensive enough to prevent problem shifting, and it can be argued that they lack a sound theoretical and conceptual basis. Furthermore, the connections between sustainability objectives and the three levels of the CE operating system remain vague. Additionally, there is insufficient information on how regions foster the involvement of the environment in fivefold helix cooperation and how this impacts the CE.

From power asymmetry to collective action: Brazilian developers in the digital games ecosystem

PurposeThe purpose of the article is to explore the perceptions of Brazilian game developers about the power relations between them and the sponsors of digital game platforms. It also aims to identify forms of collective action that developers can use to counteract the asymmetry of power.Design/methodology/approachThe research employed an abductive approach, seeking empirical evidence that would challenge consolidated theory. To achieve this, semi-structured interviews were conducted with 25 Brazilian developers. The data were analyzed qualitatively using NVivo software. The aim was to resolve theoretical ambiguities identified in the literature review and to explore unexpected findings.FindingsThe study explores Brazilian game developers' perceptions through interviews, revealing their experiences within the industry’s concentrated structure and their use of collective action to navigate power dynamics.Research limitations/implicationsThe study's focus on Brazil limits the generalizability of its findings to the broader game development industry.Practical implicationsThe study suggests Brazilian game devs can leverage collective action to counteract power imbalance with platforms, collaborate through events and projects and facilitate internationalization of their games.Social implicationsThe study suggests collective action could empower developers to challenge platform dominance and foster a stronger community among Brazilian game developers.Originality/valueThe article’s value lies in examining Brazilian devs' experiences within their specific industry context and highlighting collective action as a potential strategy for developers.

Examination of upstream supply chain and logistics issues in the US logging industry

AbstractUsing a mixed methods approach, this study investigates upstream supply chain and logistics issues in the logging industry through the findings of (1) a systematic literature review and (2) an inductive and interpretive case study of Mississippi, a top timber‐producing state in the United States. First, we analyze 45 peer‐reviewed studies examining logistical challenges in the logging industry via a systematic literature review to identify existing cumulative knowledge. Then, we conduct 11 qualitative semistructured interviews with logging business owners/managers to understand better complex and interdependent logistics issues that negatively impact productivity and profitability in the upstream timber supply chain. Performing a comparative analysis of the systematic literature review results and interview findings, we propose a general conceptual framework that classifies 25 logistical challenges in three main areas. They are (1) supply chain issues, (2) company‐, and (3) industry‐specific issues. Finally, using an abductive reasoning approach, we generalize our findings by linking our conceptual framework to resource dependence theory, transaction cost economics theory, and carrier selection literature to develop propositions to guide future quantitative research efforts.

Business model innovation and Industry 5.0: a possible integration in GLAM institutions

PurposeThis research delves into the realm of Business Model Innovation (BMI), integrating it with the human-centric, sustainable, and resilient principles of Industry 5.0, proposing a new theoretical framework.Design/methodology/approachAn abductive approach has been chosen to expand existing knowledge developing new ideas based on emerging phenomena. Data were gathered via semi-structured interviews with directors, managers and curators of public institutions in Italy, Switzerland, Germany and Spain encompassing Galleries, Libraries, Archives, and Museums (GLAM). These data were subsequently subjected to thematic analysis.FindingsThe findings indicate that the main enablers for Business Model Innovation (BMI) in combination with Industry 5.0 encompassed stakeholder, customer and organizational engagement, collaborative environment, knowledge and innovation management, and sustainability. These drivers were effectively leveraged through three pivotal facilitators-inhibitors: technology, resources, and leadership.Research limitations/implicationsThe principal constraints are rooted in the narrow contextual focus and the limited participants number. However, upcoming research efforts may broaden the horizons of this multifaceted and extensive investigation.Originality/valueThis study is groundbreaking as it fills a significant gap in the existing literature by integrating Business Model Innovation (BMI) with the Industry 5.0 paradigm, a novel approach that has not been explored previously. Additionally, the inclusion of GLAM institutions in this research adds a unique dimension, as they have been largely overlooked in both research domains.

When the time is right: Men's experiences of recovery in self-harm.

Previous research has mainly focused on self-harm among women, defining what it is, what functions it has, how to manage and prevent self-harm, and how to recover from it. A recent review of the literature on self-harm among men concluded that research need to consider both clinical and personal aspects of recovery and pointed out the need to explore recovery from men's point of view. This study aimed to describe men's experiences of recovery in self-harm. Data were collected in Sweden in 2020 using semi-structured interviews. Eleven men who had recovered in self-harm were interviewed. Interviews were analysed using an abductive approach to qualitative content analysis. The analysis involved the application of an established framework for personal recovery in mental illness: connectedness, hope, identity, meaning, and empowerment (CHIME). The analysis identified one main theme: when the time is right, and five sub-themes: finding support in others; trusting that change is possible; getting to know yourself; reaching a new understanding; and developing new strategies to manage life. While the cessation of self-harm might both be a sign of and contribute to recovery, it is not the defining feature of recovery. Mental health professionals should be persistent in providing person-centred, recovery-oriented care for men who self-harm. The CHIME framework can be applied in the context of men's recovery in self-harm. This study is reported in accordance with the COREQ guidelines.

How can we improve Comprehensive Geriatric Assessment for older people living with frailty in primary care and community settings? A qualitative study

ObjectiveWith advancing age comes the increasing prevalence of frailty and increased risk of adverse outcomes (eg, hospitalisation). Evidence for comprehensive geriatric assessment (CGA), a multidimensional holistic model of care, is...

The anatomy of safe surgical teams: an interview-based qualitative study among members of surgical teams at tertiary referral hospitals in Norway

BackgroundIn spite of the global implementation of surgical safety checklists to improve patient safety, patients undergoing surgical procedures remain vulnerable to a high risk of potentially preventable complications and adverse outcomes. The present study was designed to explore the surgical teams’ perceptions of patient safety culture, capture their perceptions of the risk for adverse events, and identify themes of interest for quality improvement within the surgical department.MethodsThis qualitative study had an explorative design with an abductive approach. Individual semi-structured in-depth interviews were conducted between 10/01/23 and 11/05/23. The participants were members of surgical teams (n = 17), general and orthopedic surgeons (n = 5), anesthesiologists (n = 4), nurse anesthetists (n = 4) and operating room nurses (n = 4). Middle managers recruited purposively from general and orthopedic surgical teams in two tertiary hospitals in Norway, aiming for a maximum variation due to gender, age, and years within the specialty. The data material was analyzed following Braun and Clarke’s method for reflexive thematic analysis to generate patterns of meaning and develop themes and subthemes.ResultsThe analysis process resulted in three themes describing the participants’ perceptions of patient safety culture in the surgical context: (1) individual accountability as a safety net, (2) psychological safety as a catalyst for well-being and safe performance in the operating room, and (3) the importance of proactive structures and participation in organizational learning.ConclusionsThis study provided an empirical insight into the culture of patient safety in the surgical context. The study highlighted the importance of supporting the individuals’ competence, building psychological safety in the surgical team, and creating structures and culture promoting a learning organization. Quality improvement projects, including interventions based on these results, may increase patient safety culture and reduce the frequency of adverse events in the surgical context.

Using mixed methods approaches to study families and relationships

AbstractMixed methods research—methodologies that synthesize qualitative and quantitative approaches in the design, collection, analysis, and dissemination of research related to a specific topic or aim—is increasingly common, offering innovative empirical insight into families and relationships. We first elaborate on our definition of mixed methods research, emphasizing that there is significant heterogeneity within mixed methods approaches to studying families and relationships. Second, we discuss benefits of mixed methods projects within family and relationship research, including theory building and innovation. Third, we provide practical suggestions for designing and implementing a mixed methods project, highlighting useful resources for researchers as they develop research questions, plan designs, collect and analyze data, and disseminate findings. We emphasize the unique opportunities from abductive analytic approaches for mixed methods researchers and point to the need for reflexivity. Fourth, we consider common obstacles associated with disseminating mixed methods research and explain why family researchers need “mixed methods literacy” regardless of their research paradigm. Finally, we identify key areas of future growth for mixed methods researchers. We advocate that understanding mixed methods research has practical benefits, even for researchers not using these approaches. To cohesively build—and critique—our knowledge of families and relationships, family and relationship researchers across paradigms should be familiar with the basic tenets, strengths, and limitations of qualitative, quantitative, and mixed methods research.

Add a seat for another actor in the business network! Consumer communities’ roles for fashion sustainable new ventures

PurposeThis paper aims to integrate the consumption perspective within the Industrial Marketing and Purchasing (IMP) debate. The study delves into how consumer communities can be conceived like other network business actors. The perspective of sustainable new ventures (SNVs) in the fashion industry is adopted, considering their specific connection with consumer communities.Design/methodology/approachAdopting a multiple case study methodology, this paper uses a qualitative approach. Data collection mainly relies on interviews conducted with 10 SNVs in the fashion industry; this sector is a fertile ground for studying sustainability and consumer communities. For data analysis, the abductive approach of systematic combining is applied.FindingsThe paper identifies four distinct types of consumer communities and four roles that they can assume as business actors in the business network. Owing to their engagement in these specific roles, consumer communities become part of the SNVs’ network, akin to other business-to-business players.Originality/valueThis study represents one of the initial endeavors to introduce consumption into the IMP theoretical framework. In this paper’s conceptualization, consumer communities are groups of consumers and collective actors in the business network. Additionally, this study advances the research on sustainability as a network concept by including consumer communities’ roles in business networks.

Artificial intelligence adoption in extended HR ecosystems: enablers and barriers. An abductive case research.

Artificial intelligence (AI) has disrupted modern workplaces like never before and has induced digital workstyles. These technological advancements are generating significant interest among HR leaders to embrace AI in human resource management (HRM). Researchers and practitioners are keen to investigate the adoption of AI in HRM and the resultant human-machine collaboration. This study investigates HRM specific factors that enable and inhibit the adoption of AI in extended HR ecosystems and adopts a qualitative case research design with an abductive approach. It studies three well-known Indian companies at different stages of AI adoption in HR functions. This research investigates key enablers such as optimistic and collaborative employees, strong digital leadership, reliable HR data, specialized HR partners, and well-rounded AI ethics. The study also examines barriers to adoption: the inability to have a timely pulse check of employees' emotions, ineffective collaboration of HR employees with digital experts as well as external HR partners, and not embracing AI ethics. This study contributes to the theory by providing a model for AI adoption and proposes additions to the unified theory of acceptance and use of technology in the context of AI adoption in HR ecosystems. The study also contributes to the best-in-class industry HR practices and digital policy formulation to reimagine workplaces, promote harmonious human-AI collaboration, and make workplaces future-ready in the wake of massive digital disruptions.

Exploring moral injury among parents with children in out‐of‐home care

AbstractThis article brings together the experiences of parents whose children are placed in out‐of‐home care (OHC) with the theoretical concept of moral injury. The findings are based on empirical data from a research and development project conducted in seven Swedish municipalities with the aim of developing support for such parents. This article draws on a data set of qualitative interviews with 40 parents, 30 mothers and 10 fathers, with children in OHC. The interview transcripts were analysed thematically, with an abductive approach to theories and the empirical data. The findings illustrate how parents of children in OHC experience moral injury in relation to seven aspects: professionals' morally problematic and distressing behaviour, problematic services, an adversarial system, systemic bias, parent's actions, children's withdrawal and feeling excluded. The injuries are related to events in several periods—prior to the child's removal, during the execution of removal and during OHC—and tend to last for many years. These findings stress that the social services must be aware of the injuries parents experience and must minimize the possible harm and moral injury. We also suggest that parents of children in OHC should have an appointed social worker as a means of support.

Access to healthcare among transgender and non-binary youth in Sweden and Spain: A qualitative analysis and comparison.

Transgender and non-binary (TGNB) people tend to report worse health than cis people, however, despite an increased need for care, they face several barriers when trying to access healthcare. These barriers might be exacerbated when young age intersects with a trans identity, and so there is a need for studies highlighting the experiences of TGNB youth. To explore and compare how TGNB youth (15-26 years old) in Sweden and Spain experienced their access to healthcare, in order to shed light on the strengths and limitations of different kinds of healthcare systems and improve healthcare provision and policy development. This study was based on a qualitative analysis of semi-structured interviews with TGNB youth living in Sweden (n = 16) and Spain (n = 18). Of these, 22 identified as male or transmasculine, six as non-binary, and six as women or transfeminine; 25 had undergone some type of gender-affirming care, and the rest were on the waiting list or undergoing preparatory visits and had not started hormonal treatment. The interviews were analyzed using reflexive thematic analysis. An abductive approach was applied, and the Levesque conceptual framework was used to compare the analyses of each set of materials. We present our findings using the structure of the accessibility framework, focusing on approachability, acceptability, availability, affordability, and appropriateness. The conceptualization of accessibility in combination with the concept of cisnormativity illustrates how specific ideals and normative expectations affect access to healthcare for TGNB people across contexts, with most barriers arising from the appropriateness of the services. Young TGNB people experience barriers to accessing healthcare both in the Spanish and the Swedish contexts. Strategies to reduce these barriers should be framed within the critique of and resistance to cisnormativity and should focus on users with intersecting marginalized identities to promote health equity.

Inclusive Practice and Comparative Social Impact of Disability Arts: A Qualitative and Abductive Approach

This study comparatively examined two disability arts partnership projects’ stakeholder perspectives on inclusive practice and social impact. It did so through an innovative abductive research design to visualise the qualitative findings of a comparative social impact assessment of active citizenship. In this paper we examine the inclusive practices of the disability arts partnership projects and an inclusive methodological approach. The approach sought to visualise the social impact footprint, or scope, of disability arts projects on radar diagrams. In developing this approach, we were able to document the enabling outcomes for the lived experience of artists with disability. The research has implications for the inclusion of artists with disability as part of disability specific art projects, ensembles of artists with disability together with nondisabled artists, and the way that creative process outcomes have social impact on the stakeholders and communities where they are performed. For the organisations involved the project demonstrates the wider outcomes of the artistic practice through the social impact of their disability arts programs on their internal and external stakeholders. Further, for arts funders it provides a tool for comparative understanding of social impact across programs.

THE EFFICACY OF FACEBOOK MARKETING STRATEGIES IN CATALYSING BUSINESS GROWTH FOR EVENT MANAGEMENT ENTERPRISES IN BULAWAYO

In the contemporary business landscape, digital marketing has become a pivotal tool for fostering business growth and establishing a competitive edge. Social media platforms, particularly Facebook, have emerged as crucial channels for reaching target audiences and promoting brand visibility. In the realm of event management companies, the strategic utilisation of these digital tools holds the potential to enhance event promotion, bolster audience engagement, and elevate brand visibility, ultimately contributing to business growth. Although significant research has been done in Zimbabwe on the efficacy of digital marketing tactics in a variety of industries, there is paltry research- based knowledge on the effectiveness of Facebook marketing strategies in promoting growth in event management entities in Bulawayo. Hence, this study sought to analyse the effectiveness of Facebook marketing strategies in promoting growth for event management companies in Bulawayo. Guided by the pragmatism research philosophy and the abductive approach, the study used a mixed methods design. Quantitative data was collected from participants chosen through proportional stratified sampling while qualitative data was collected from participants chosen through purposive sampling. The study found that Facebook was an effective platform for enhancing brand visibility within the local market. It was concluded that there was a positive correlation between Facebook marketing and attraction of customers, retention of customers, brand reputation and business growth for event management enterprises in Bulawayo. It was recommended that organisations must establish robust systems for monitoring social media metrics regularly and analysing key performance indicators such as reach, engagement, and conversion rates.