Social Network Marketing Strategy and SME Strategy Benefits

Helena M. Nobre · Daniel Silva

98 citations0/0 files storedJournal of Transnational Management

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Digital Marketing and Social Media Marketing and Advertising Strategies SMEs Development and Digital Marketing

Abstract

The study explored what benefits to small or medium-sized firms (SMEs) could be derived from the development of a social media marketing strategy. Results indicated that Facebook can facilitate communications between SME companies and customers, and can also be an important tool in creating brand recognition and broadening awareness. The importance of developing a thoughtfully designed strategy was cited, as SMEs often lack sophisticated marketing or business plans. The positive study results suggest that SMEs can derive benefits from a SN (social network) strategy and, in particular, Facebook was shown to be an important channel that enabled small and medium-sized companies to advertise their brands without requiring large budgets. Facebook presents itself as a unique environment that can enable businesses to increase prospective clients and also offer current consumers a closer relationship to the company. As such, the study indicated that presence on social networks can have an important role in both relationship development and increased sales/membership.

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1984Case Study Research: Design and Methods 2011Case study research: design and methods 2009Users of the world, unite! The challenges and opportunities of Social Media 2004Case Study Research 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2009Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site 1987Social Ties and Word-of-Mouth Referral Behavior 2000Service Management and Marketing: A Customer Relationship Management Approach

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2019Social media and entrepreneurship research: A literature review 2015Advertising in social media: a review of empirical evidence 2020Customer Knowledge Management in SMEs Facing Digital Transformation 2019Viral marketing and purchase intentions of mobile applications users 2022The innovative posture of SMEs depending on the usage of marketing tools

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