SME’s social media management practices: the case of digital native SMEs

Prácticas de gestión de los medios sociales de las PyME: el caso de las microempresas nativas digitales

Philippine Loupiac, Alice Crépin and Laurent Busca ()
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Philippine Loupiac: TBS - Toulouse Business School
Alice Crépin: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Laurent Busca: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: Digital media are becoming increasingly important in the marketing strategies of SMEs, particularly social media. They are a way to connect different stakeholders (employees, customers, partners) and are used for several purposes (communication, recruitment, sales, partnerships). In some cases, these media are even part of the company's identity: this is the case of digital native SMEs, who use social media even before the official launch of their business. However, we still don't know much about their concrete practices in using these platforms. We interviewed eighteen founders of digital native SMEs, to understand how they manage their social media platforms. Results show the central role of relational resources (in particular the community) both in the establishment of the activity and in the long run. We identify the concrete practices that help build a solid community and then use it to acquire new resources to make the company grow over time.

Keywords: Social media; SME; Marketing practices; Entrepreneurship marketing; Marketing resources; Pratiques marketing; Marketing entrepreneurial; Ressources marketing; Médias sociaux; TPE (search for similar items in EconPapers)
Date: 2024
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Published in Revue Internationale PME, 2024, 37 (2), pp.83-104. ⟨10.7202/1113020ar⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04680040

DOI: 10.7202/1113020ar

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