Background: The dramatic increase of the popularity of social media has affected in a large extent how SMEs reach and engage with their target customers to promote their products or services and to brand their firms. How SMEs incorporate social media for better business growth has gained huge attention from both academic and industrial sectors. Purpose: The purpose of this study is to identify and evaluate the aspects that are incorporated by SMEs when implementing social media in order to gain knowledge how SMEs could incorporate those factors when implementing social media. Research questions: What are those aspects that SMEs are incorporating to implement social media? Methodology: This study adopts six semi-structured interviews with six case organizations to identify and evaluate the aspects that are incorporated by SMEs to implement social media in the context of Sweden. Three small size and three medium-size firms in Växjö, Sweden who use social media for business purposes have been selected. Conclusion: The findings of this research identified and evaluated several aspects that are incorporated by all SMEs to implement social media in the context of Sweden: decision making about platform(s) and their deploying; governance responsibility; value metrics; accessibility; risk management; online community followers growing; content creation and updating; incentive strategy; monitoring social media sites; comments utilizing for future development; message processing rules; customer feedback timelines and report creating and sharing. The result shows the new approach of social media implementation which brought by Culnan, McHugh, and Zubillaga (2010) can help the researchers to identify and evaluate the aspects that SMEs are incorporating to implement social media, and chose to acquire knowledge that they can take advantage of from those aspects to incorporate and reinforce their social media implementation. Equally by putting into practice these aspects SMEs foster their growth in a number of ways such as customer relations, external and internal communication and several other ways.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-74702 |
| Date | January 2018 |
| Creators | Yan, Lina, Musika, Carol |
| Publisher | Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0021 seconds