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Social media utilization in the communication process of small and medium-sized enterprises

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-18996
Date January 2012
CreatorsBernhard, Dominik, Abukar, Mohidin
PublisherHögskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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