Social Media/ Internet/ Mobile/ Direct Marketing
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?
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Banks, Angella and Haan, Perry, "Facebook and Branding of Small To Medium-Sized Enterprises" (2017). Association of Marketing Theory and Practice Proceedings 2017. 9.