An investigation into how social media marketing is utilised within Welsh small to medium size enterprises, and the extent its performance is monitored.
Thomas, Christopher Michael
Cardiff Metropolitan University
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The following study investigates how social media marketing is utilised within Welsh small to medium size enterprises, and the extent in which its performance is monitored. More specifically, the study investigates and analyses issues related to the awareness of social media marketing, the platforms used, the extent to which social media is used and social media performance monitoring. In relation to the aims and objectives, a review of extant literature related to the subject area was carried out. The extant literature was then used as a tool to enable a comprehensive more rounded and in depth analysis through the use of questionnaires and interviews. The research was able to demonstrate that evident growth of social media and consumer's contribution to these platforms forces organisations to rethink their marketing strategies presenting new challenges for marketing practitioners. This growth of social media allows for the innovation of new platforms, forcing marketers to consider new tools. It is evident that this marketing channel is here to stay, nevertheless as it is still developing and changing there is a need for the constant monitoring of social media marketing by marketing professionals and academics. The conclusion revealed that the timing of implementation of social media marketing into an SME is not the most important factor, rather it is more important to consider how well social media marketing can be utilised to have the best possible effect.
BSc (Hons) Business Information Systems
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