An Investigation of SMEs’ Perspective on Social Media Promotion Effect through the Correspondence Analysis

Elif Bulut, Evrim Erdoğan and Melek Şardağ Karabulut
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Elif Bulut: Ondokuz Mayıs University
Evrim Erdoğan: Ondokuz Mayıs University
Melek Şardağ Karabulut: Sinop University

Business and Economics Research Journal, 2017, vol. 8, issue 3, 591-610

Abstract: Establishing relationship with customers and creating value for customers are the roles of social media which have been recognized by all businesses recently. Nowadays social media has been seen as an opportunity for SME’s which can’t develop because of the lack of capital, human resources, marketing knowledge and technology etc. This study explores SMEs’ perspective on social media promotion effect with using correspondence analysis. The survey was carried out on 400 SMEs which operate in Sinop. The findings showed that SMEs have not fully utilized the importance of the social media as a marketing tool yet. Also, according to their descriptive characteristics, they have different perspectives on social media promotion effect.

Keywords: Social Media; Social Media Marketing; SME; Correspondence Analysis (search for similar items in EconPapers)
JEL-codes: C38 M31 (search for similar items in EconPapers)
Date: 2017
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