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Social media utilization in the communication process of small and medium-sized enterprises
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This dissertation examines the role of social media in the communication process of small and medium-sized enterprises (SMEs). Based on communication and social media theories, this study examines how small and medium-sized enterprises incorporate social media in their marketing and communication strategy. As a result, this study concludes that social media has an important role in the communication process of SMEs. The study shows, that to increase a two-way communication via social media, SMEs must focus more on enabling interactions, to collect responses and feedback. A professional appearance on the platforms has been considered as crucial. The results additionally show that SMEs recognize space and need for improvement of their social media skills. The integration of social media into the overall concept differs among the cases. A major obstacle can be found regarding the detection of target groups on social media. Moreover, a lack of strategic orientation can be found in terms of social media goals and budgets, as well as performance measurement.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Social media, marketing communications, communication process, small and medium-sized enterprises (SMEs)
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-18996OAI: oai:DiVA.org:hh-18996DiVA: diva2:537739
Subject / course
Economy
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-28 Created: 2012-06-27 Last updated: 2012-06-28Bibliographically approved

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fulltext(1657 kB)952 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf