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1	Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study Kainat, Kainat, Jennifer, Patrizi January 2020 (has links) As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing. Social Media Marketing (SMM) Social Media Channels Brand Awareness Challenges Business-to-Business (B2B) Small and Medium Enterprises (SMEs) Business Administration Företagsekonomi
2	The use of social media marketing in telecommunication business: an exploratory study of Econet Wireless Zimbabwe Limited Makwara, Patience Tsitsi 02 1900 (has links) The study focused on the use of social media marketing in the telecommunication business in Zimbabwe, as it has received limited attention in the literature available to date. The study aimed to explore the use of social media marketing in a telecommunications business- Econet Wireless Zimbabwe Limited. The study took on an exploratory research design which was qualitative in nature. A case study approach was applied with Econet Wireless Zimbabwe Limited as focus of being studied. Econet Wireless Zimbabwe Limited was chosen because it is the market leader in the telecommunications industry which has adopted the use of social media marketing in its business. Data collection was done through in-depth interviews with judgement sampling being used to choose the participants for the interviews. The data collected was analysed using thematic analysis. It was found that Econet Wireless Limited is using social media marketing to communicate with its customers, for their brand to be visible. They also use it because it is an inexpensive way to promote their business with a possibility to reach a large number of people in a short space of time. / Business Management / M. Com. (Business Management) Digital marketing Social media Social media channels Social media marketing Telecommunications industry Research process Econet Wireless Zimbabwe Limited Qualitative research Judgement sampling In-depth interviews Exploratory research Facebook Blogs Twitter Instagram 659.144096891 Internet marketing -- Zimbabwe Social media --Zimbabwe -- Marketing Social media -- Zimbabwe -- Zimbabwe

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Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study

The use of social media marketing in telecommunication business: an exploratory study of Econet Wireless Zimbabwe Limited