An explorative study on the impact that social media has on SME in terms of their approach towards their marketing communication strategy
Cardiff Metropolitan University
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The following study investigates the marketing communication strategies adopted within UK Small and Medium Enterprises (SME). More specifically the study examines the influence that the use of Social Media as a marketing tool has had on the marketing communication strategies adopted by SMEs. The overall aim of this dissertation is ‘to explore the impact that Social Media has had on the approach that SMEs adopt in their marketing communications’. In conjunction with a thorough examination of the extant literature and the primary data collected through the use of interviews, the author was able to successfully achieve the objectives of the dissertation. The findings of this dissertation demonstrate that the utilisation of Social Media as a marketing tool has had a positive impact enabling SMEs to fulfil their marketing needs, and reap the benefits that accompany this. With the empirical findings identifying that Social Media marketing and SMEs appear to be an ideal fit. The findings also highlight a number of challenges for SMEs when implementing a Social Media marketing strategy, such as its rapid development. Ultimately the paper concludes that the benefits of implementing a Social Media marketing strategy for SMEs greatly outweigh the challenges, and any SMEs that do not currently implement a Social Media marketing strategy should strongly consider doing so, in order that they are not at a competitive disadvantage.
BA (Hons) Business and Management Studies
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