Towards A Strategic Framework for the Business Sustainability and Continuity of Rural SMMEs in KwaZulu-Natal: Leveraging Social Media During the Covid-19 Crisis

This study examines the impact of the Covid-19 crisis on the sustainability and continuity of rural Small, Medium, and Micro Enterprises (SMMEs) in KwaZulu-Natal, South Africa. Using a quantitative design, data was collected from 374 rural SMMEs through structured questionnaires to examine challenges and opportunities in leveraging social media as a tool for business continuity. The study employed convenience, purposive, and quota sampling techniques to select respondents. Data was analysed with SPSS version 27.0, employing descriptive statistics, factor analysis, and correlation analysis. Results show a significant positive relationship between limited financial resources and reduced profitability, influencing social media utilisation for sustaining operations. Rural SMMEs faced major disruptions from lockdown restrictions and constrained economic activity, while existing support mechanisms proved insufficient in meeting their needs. The study recommends adopting a social media driven strategic approach and developing a comprehensive framework to enhance the sustainability and continuity of rural SMMEs during Covid-19 crisis.