Association of Marketing Theory and Practice Proceedings 2017
 

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date

2017

Abstract

Small to Medium Size Enterprise (SME) owners face many challenges as they strive to keep their businesses afloat. Although these challenges vary, one of the most prevalent is the inability to market effectively. Over 50% of SMEs close within the first five years (Cronin-Gilmore, 2012). This case study explored the relationship between Facebook and SMEs’ brands, and Integrated Marketing Communications (IMC). Through the examination of these relationships, the study identified barriers that hinder SMEs ability to use Facebook effectively and further strengthen their branding strategies. Facebook can be an inexpensive marketing tool that SME owners has access; however, challenges exist, as their training and use of Facebook in many instances are self-taught. The often lack knowledge in how to translate the activity into revenue. To address the effectiveness of SME’s use of Facebook on SMEs, the primary research questions are:

RQ1: How do SMEs in Tennessee use Facebook to brand their business?

RQ2: How do SMEs in Tennessee use Facebook to develop online marketing strategies?

About the Authors

Angella Banks (DBA Capella University) has national name recognition as Dr. A, the iDream Coach and Midwife to Purpose. She was given the name based upon her strengths and mission to help individuals fulfill their dreams and life purposes. She travels the country partnering with cities, and communities, to aid in the development, empowerment, and promotion of its leaders.

Perry Haan (DBA University of Sarasota) is Professor of Marketing at Tiffin University, Tiffin, Ohio. He has authored or co-authored over ninety peer reviewed articles that have appeared in conference proceedings and journals, including the Journal of Marketing in Higher Education and the International Journal of Sports Marketing & Sponsorship. He co-authored a textbook, Practical Statistics for Business.

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Digital Commons@Georgia Southern License

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