Social Media Marketing for Small & Medium Enterprises
A multiple case analysis
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Today social media is driving the world. In such a setting, it is overtly important for small businesses to understand Facebook, Twitter, Instagram, Foursquare etc. and the strategies behind using these forms of social networking sites for expanding and developing their business. Unfortunately, most of these small and medium size businesses don't have a coherent and sound strategy when they commence using social media. The aim of this study is to understand how small and medium local enterprises in the UK that have been using social media are utilizing this new advertising tool to interact wit...
Today social media is driving the world. In such a setting, it is overtly important for small businesses to understand Facebook, Twitter, Instagram, Foursquare etc. and the strategies behind using these forms of social networking sites for expanding and developing their business. Unfortunately, most of these small and medium size businesses don't have a coherent and sound strategy when they commence using social media. The aim of this study is to understand how small and medium local enterprises in the UK that have been using social media are utilizing this new advertising tool to interact with their customers. A qualitative analysis of local businesses in Bath is presented, contributed by in-depth interviews with the managers/owners along with netnographic analysis of these businesses on various social media platforms.
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