Table 2. Thematic matrix (codes and... | Emerald Publishing

Table 2.

Thematic matrix (codes and themes in thematic analysis)

Themes	Subthemes	Codes
Technological factors	Relative advantage	– Uncertainty about the benefits – Hesitancy in adopting social media platforms – Adoption rates are very slow – Difficulty arises in utilizing multiple channels for customers to reach – There is delayed utilization of customer service software
	Compatibility	– Ensure a stable internet connection is available – Daily work tasks may be hindered – Unexpected internet outages may occur
	Complexity	– Difficulty in measuring social media performance – Not everyone knows how to fetch facts and figures from data – Performance analytics are too complicated
Organizational factors	Top management support	– Senior executives do not express interest in others’ ideas – Lack of cognitive support – There’s a significant gap between mindsets due to age and background
	Financial constraints	– Difficulty of managing everything within a budget – Cannot freely experiment with creativity – Not investing enough in generating leads – Need to adhere to the budget while implementing strategies – Difficult to hire individual personnel for each task
	Size and structure of the firm	– Need resources in terms of finances and employees – Inadequate size of the marketing team to strategize and implement simultaneously – Consider outsourcing to a marketing agency
Environmental factors	Environmental uncertainty	– COVID-19 uncertainty – Need for social media due to the lockdown environment – Ordering through the website – Shift from traditional to digital platforms, including SEO – Restricted physical movement to digital campaigns
	Government support	– Unpredictable political and government support – Social media campaigns and payments – Political instability – Government policies and financing rates – Taxes and regulation support
	Competitive pressure	– Competitors rapid development – Competitive pressure for marketing changes – Social media marketing as a driver of change – Engage in live influencer interactions during promotional events for a competitive advantage – Collaborate with top influencers – Perform a complete makeover of the website and social media platforms

Themes	Subthemes	Codes
Technological factors	Relative advantage	– Uncertainty about the benefits– Hesitancy in adopting social media platforms– Adoption rates are very slow– Difficulty arises in utilizing multiple channels for customers to reach– There is delayed utilization of customer service software
	Compatibility	– Ensure a stable internet connection is available– Daily work tasks may be hindered– Unexpected internet outages may occur
	Complexity	– Difficulty in measuring social media performance– Not everyone knows how to fetch facts and figures from data– Performance analytics are too complicated
Organizational factors	Top management support	– Senior executives do not express interest in others’ ideas– Lack of cognitive support– There’s a significant gap between mindsets due to age and background
	Financial constraints	– Difficulty of managing everything within a budget– Cannot freely experiment with creativity– Not investing enough in generating leads– Need to adhere to the budget while implementing strategies– Difficult to hire individual personnel for each task
	Size and structure of the firm	– Need resources in terms of finances and employees– Inadequate size of the marketing team to strategize and implement simultaneously– Consider outsourcing to a marketing agency
Environmental factors	Environmental uncertainty	– COVID-19 uncertainty– Need for social media due to the lockdown environment– Ordering through the website– Shift from traditional to digital platforms, including SEO– Restricted physical movement to digital campaigns
	Government support	– Unpredictable political and government support– Social media campaigns and payments– Political instability– Government policies and financing rates– Taxes and regulation support
	Competitive pressure	– Competitors rapid development– Competitive pressure for marketing changes– Social media marketing as a driver of change– Engage in live influencer interactions during promotional events for a competitive advantage– Collaborate with top influencers– Perform a complete makeover of the website and social media platforms

Source: Authors’ own creation