The Use of Social Media by Small-Medium Sized Enterprises.

Tools

Huson, Oliver (2011) The Use of Social Media by Small-Medium Sized Enterprises. [Dissertation (University of Nottingham only)] (Unpublished)

[thumbnail of Dissertation_Final.pdf] PDF - Repository staff only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (850kB)

Abstract

Purpose – The purpose of this paper is to report on the suitability of Social Media and its purpose in small-medium sized enterprises (SMEs). The objective is to develop an understanding of an owner-managers use of Social Media; the possible roles these tools can perform in marketing and business practices and whether or not the tools needs to tailored, changed or adapted to be used in the SME context.

Design/Methodology/Approach – An interpretivist approach relied on the use of inductive qualitative methods. In particular semi-structured interviews were conducted with SME owner-managers from the client list of one case study company.

Findings – The project offers an understanding of the reality of the roles and uses of Social Media in SMEs. It provides an analysis into the mitigating factors that can affect the success of a Social Media marketing strategy. Finally, it proposes that ultimately it is the target market and the nature of the SME’s business that determines which applications are used and to what extent.

Originality/Value – This paper offers a unique theoretical and practical insight into the use of Social Media in marketing practices by SMEs.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 11 Jun 2021 14:28
Last Modified: 11 Jun 2021 14:30
URI: https://eprints.nottingham.ac.uk/id/eprint/25392

Actions (Archive Staff Only)

Edit View Edit View