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By April 22, 2019Academic Papers

SMEs USE OF TWITTER AS A MARKETING TOOL

 

 

 

 

 

 

 

 

 

 

 

 

Central Research Question

How have UK SMEs used Twitter as a marketing tool, for their growth process?

Subsidiary Questions

What has influenced SMEs choice of Twitter, as their preferred social marketing tool?

Does Twitter offer distinct growth advantages over other platforms?

Are there particular SME implementations that offer faster and more efficient growth?

Topic Selection

Twitter as a WOM platform

Factors that have driven SME’s Twitter use

Growth outcomes from SMEs’ Twitter use

Best practices for SMEs’ marketing on Twitter

Literature Review

Word of mouth (WOM) has been considered a critical marketing tool for the past 50 years. Bulearca and Bulearca (2010) posit that WOM is a more reliable and trustworthy marketing technique than traditional approaches. Web 2.0 technologies have facilitated electronic word of mouth marketing through user influence and conversations (Wamba and Carter, 2013). For instance, marketing through social media influencers has provided excellent product placement opportunities (Nakara, Benmoussa and Jaouen, 2012).

Twitter counts over 320 million active users each month (Twitter Inc, 2015). This has presented a broad user base for corporate marketing. Twitter’s messages, known as tweets are exposed to the public by default. This has facilitated a large-scale transfer of information across the network (Jansen et al., 2009). Twitter’s approach therefore offers a simple and fast marketing opportunity to SMEs (Nobre and Silva, 2014). Limited marketing and PR resources hamper SMEs. However, platforms such as Twitter have offered a fast and affordable marketing channel (Wamba and Carter, 2013). Similarly, Twitter’s tools have made it easier to identify and communicate to a target market. Stockdale, Ahmed and Scheepers (2012) have also demonstrated that indeed social marketing, via Twitter, does create business value within SMEs. This is highlighted by improved customer engagement through these platforms.

Research Justification

Growing user uptake, of social media platforms, has challenged many SMEs to adopt these platforms, for marketing and customer service. However, there is limited research on how these SMEs can best align Twitter marketing tools with their internal systems.

How this investigation will be conducted

This research will explore how Twitter has been used, via a synthesis of existing academic and industry sources. These sources have been listed in the section below.

 

 

 

 

 

Identified Literature

Atanassova, I. and Clark, L. (2015). Social media practices in SME marketing activities: A theoretical framework and research agenda. Journal of Customer Behaviour, 14(2), pp.163-183.

This article assesses how SMEs enhance their marketing activities through social media’s market intelligence.

Batikas, M., Bavel, R., Martin, A. and Maghiros, I. (2013). Use of social media by European SMEs. Luxembourg: Publications Office.

This report demonstrates the benefits and implementations of social media marketing, following analysis of more than 600 SMEs within the EU.

Blanchard, O. (2011). Social media ROI: managing and measuring social media efforts in your organization. Choice Reviews Online, 49(01), pp.49-0378-49-0378.

This book explains the most effective strategies for integrating social media into SME marketing efforts.

Bulearca, M. and Bulearca, S. (2010). Twitter: a Viable Marketing Tool for SMEs?. Global Business and Management Research: An International Journal, [online] 2(4). Available at: http://www.gbmr.ioksp.com/pdf/Bulearca%20and%20Bulearca,%202010.pdf [Accessed 15 Nov. 2015].

This paper demonstrates how Twitter has been implemented by SMEs, and how it has improved their marketing strategies.

Geho, P., Smith, S. and Lewis, S. (2010). Is Twitter a viable commercial use platform for small businesses? An empirical study targeting two audiences in the small business community. The Entrepreneurial Executive, 15, pp.73-85.

This study analyses social media marketing’s usability to small businesses.

Hood, D. (2013). Competitive SME. London: Kogan Page.

This book highlights Twitter’s usefulness for SME Marketing strategies.

Jansen, B., Zhang, M., Sobel, K. and Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. J. Am. Soc. Inf. Sci., 60(11), pp.2169-2188.

This paper reports on a study that focused on Twitter as a platform for sharing consumer opinions on brands and business activities.

Kaplan, A. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), pp.59-68.

This paper proposes various profitable social media uses for smaller businesses.

Lacho, K. and Marinello, C. (2010). How small business owners can use social networking to promote their business. The Entrepreneurial Executive, 15, pp.127-133.

This paper highlights a few ways SMEs could market their businesses via social media.

Murphy, H. and Nölly, M. (2011). AN EXPLORATION OF THE ADOPTION AND DRIVERS OF FACEBOOK AS A MARKETING TOOL IN SMALL MEDIUM SIZED ENTERPRISE (SME) HOTELS. 1st ed. [ebook] 2nd Advances in Hospitality and Tourism Marketing and Management Conference. Available at: http://www.ahtmm.com/proceedings/2012/2ndahtmmc_submission_120.pdf [Accessed 15 Nov. 2015].

This paper outlines how social media platforms have been used in SME hotels.

Nakara, W., Benmoussa, F. and Jaouen, A. (2012). Entrepreneurship and social media marketing: evidence from French small business. IJESB, 16(4), p.386.

This paper assesses social media marketing practices within French SME companies.

Nistor, C. (n.d.). A Conceptual Model for the Use of Social Media in Companies. SSRN Electronic Journal.

This paper analyses social media’s user behavior, and how SMEs can integrate this knowledge into their marketing activities.

Nobre, H. and Silva, D. (2014). Social Network Marketing Strategy and SME Strategy Benefits. Journal of Transnational Management, 19(2), pp.138-151.

This paper outlines benefits that SMEs may enjoy as a result of social media marketing.

O’Dwyer, M., Gilmore, A. and Carson, D. (2009). Marketing the SME. Newcastle upon Tyne: Cambridge Scholars Pub.

This book outlines various effective social media strategies that SMEs may adopt, and their respective implementations.

Sarosa, S. (2012). Adoption of Social Media Networks by Indonesian SME: A Case Study. Procedia Economics and Finance, 4, pp.244-254.

This study analyses and presents lessons from an Indonesian SME’s social media strategy.

Sigala, M. (2011). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence. Computers in Human Behavior, 27(2), pp.655-661.

This paper explores the use of social media platforms as eCRM tools within Greek tourism’s SMEs.

Stockdale, R., Ahmed, A. and Scheepers, H. (2012). IDENTIFYING BUSINESS VALUE FROM THE USE OF SOCIAL MEDIA: AN SME PERSPECTIVE. 1st ed. [ebook] Pacific Asia Conference on Information Systems (PACIS). Available at: http://www.pacis-net.org/file/2012/PACIS2012-154.pdf [Accessed 15 Nov. 2015].

This study assesses social media’s benefit to SMEs, with a focus on customer engagement.

Wamba, S. and Carter, L. (2013). Twitter Adoption and Use by SMEs: An Empirical Study. 2013 46th Hawaii International Conference on System Sciences.

This paper analyzes social media uptake within over 400 SMEs, and what has driven these choices.

 

 

 

 

References

Bulearca, M. and Bulearca, S. (2010). Twitter: a Viable Marketing Tool for SMEs?. Global Business and Management Research: An International Journal, [online] 2(4). Available at: http://www.gbmr.ioksp.com/pdf/Bulearca%20and%20Bulearca,%202010.pdf [Accessed 15 Nov. 2015].

Jansen, B., Zhang, M., Sobel, K. and Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. J. Am. Soc. Inf. Sci., 60(11), pp.2169-2188.

Nakara, W., Benmoussa, F. and Jaouen, A. (2012). Entrepreneurship and social media marketing: evidence from French small business. IJESB, 16(4), p.386.

Nobre, H. and Silva, D. (2014). Social Network Marketing Strategy and SME Strategy Benefits. Journal of Transnational Management, 19(2), pp.138-151.

Stockdale, R., Ahmed, A. and Scheepers, H. (2012). IDENTIFYING BUSINESS VALUE FROM THE USE OF SOCIAL MEDIA: AN SME PERSPECTIVE. 1st ed. [ebook] Pacific Asia Conference on Information Systems (PACIS). Available at: http://www.pacis-net.org/file/2012/PACIS2012-154.pdf [Accessed 15 Nov. 2015].

Twitter, Inc., (2015). Company | About. [online] About.twitter.com. Available at: https://about.twitter.com/company [Accessed 14 Nov. 2015].

Wamba, S. and Carter, L. (2013). Twitter Adoption and Use by SMEs: An Empirical Study. 2013 46th Hawaii International Conference on System Sciences.

Originally posted 2017-10-07 23:23:10.

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