Enhancing Marketing Knowledge Creation Through Social Media Use in Developing Countries’ Organizations During COVID-19 Era: Expesrience from Tanzania

The COVID-19 epidemic has disrupted and tested the knowledge-based evolving enterprise marketing environment and knowledge development process. Traditional knowledge creation models are facing previously unheard-of difficulties as a result of the lockdown and suppression of close physical interaction (Bratianu, 2015). In response to the COVID-19 pandemic, novel technical frameworks have surfaced, necessitating small businesses to promptly adjust to contemporary technologies like social media in order to fortify their competitive marketing edge. Following the COVID-19 pandemic, small businesses were compelled to look for ways to leverage new information and build new marketing capacities (Ndekwa, 2023; Jayawardana et al., 2022).