THE IMPACT OF SOCIAL MEDIA ON SMALL SPORTING BUSINESSES – A CASE STUDY IN NORTH DEVON

Abstract

This study examined how the introduction of social media has influenced and impacted on two small sporting businesses, using two businesses in the North Devon area as a case study. The project used qualitative methods in order to gain an understanding of the feelings and perceptions business owners had about the use of social media for marketing. Data was collected via interviews conducted with each owner of the two businesses, who were questioned on their current use of social media and if they see it as the future to marketing for businesses like theirs. Key findings from the interviews were compared with past research identified in a review of literature in order to highlight any common trends or new findings. The results demonstrated that both businesses found social media as a great tool to use to promote and attain brand awareness. However, respondent B felt customer relationships was an important aspect of any business especially small organisations like themselves and that social media is great to a certain extent but nothing beats the person being in front of you and having a face to face conversation with them. Whereas respondent A felt social media will take over the marketing concept and is the best way to find things, and argues social media, especially Facebook is becoming the new Google in the respect of wanting to find things out in local areas. The findings from the research provided the author with key aspects to develop a model of best practice for the use of social media in the case study businesses. This model could be tested in future research that could seek to apply it to other small businesses in different geographical areas and/or different industrial sectors of the UK.