THE ROLE OF SOCIAL MEDIA IN PORTUGUESE SMEs

Elisabete Silva, Hugo Soares, José Duarte Santos and Fernando Almeida
Additional contact information
Elisabete Silva: Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal
Hugo Soares: Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal
José Duarte Santos: Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal
Fernando Almeida: Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal

Management and Marketing Journal, 2020, vol. XVIII, issue 2, 99-116

Abstract: Social media assume increasing importance in the light of the evolution of the digitalization processes in the economy. In the context of global change, Small and Medium Enterprises (SMEs) look to social networks as a way to prosper and promote their businesses at a lower cost. This study aims to explore the state of development of social media among Portuguese SMEs through the characterization of their adoption process, benefits, good practices, and challenges. The findings reveal that more than 75% of Portuguese SMEs already use social media in their marketing activities. This online presence allows them to have a new communication channel that supports their innovation processes. The role of analyzing customer feedback and establishing contact with most loyal customers was mentioned as good practices. Finally, Portuguese SMEs that do not use social networks highlight their low interest in this digital communication channel.

Keywords: social media; social networks; digital marketing; online presence; relational marketing (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://mnmk.ro/en/documents/2020_2/1-5-2-20.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xviii:y:2020:i:2:p:99-116

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().