Abstract
Globally, 95% of enterprises are small and medium sized enterprises (SMEs). Social media has recently become a powerful marketing tool due to characteristics such as the ability to share digital information and interact with consumers instantly. In SMEs, limited budgets restrict the use of social media as marketing tools. Thus, complimentary use of social media may be an alternative method for SMEs to maximize their marketing strategies. This study identifies what marketing goals are important for SME growth and how complimentary social media are used for attaining marketing goals. The analytic hierarchy process (AHP) analysis was conducted to confirm the order of local weights and global weights for marketing goals and complimentary social media. We found that the order of local weights for marketing goals for SMEs in the growth phase is brand awareness > online purchase > sales potential. The order of global weights for complimentary social media to meet above marketing goals is Facebook > PIXNET > Twitter > Instagram > YouTube > LINE. Finally, we used an SME from Taiwan as a case study to ensure that the application of the above complimentary social media can meet above marketing goals and potentially increase the survival of SMEs at the growth phase in Taiwan.
Highlights
IntroductionA report from the OECD [1] states that enterprises can be divided into micro-sized (number of employees between 1–9), small-sized (number of employees between 10–49), medium-sized (number of employees between 50–249), and large-sized (number of employees over 250), and 95% of enterprises are small and medium-sized
A report from the OECD [1] states that enterprises can be divided into micro-sized, small-sized, medium-sized, and large-sized, and 95% of enterprises are small and medium-sized
8 marketing goals for smalland medium-sized enterprises (SMEs) at the growth stage were extracted based on literature review, including (1) increased customer participation, (2) increased customer database, (3) customer service improvement, (4) increased brand awareness, (5) increased online purchases, (6) brand re-positioning, and (7) increased like button use and (8) increased sales potential
Summary
A report from the OECD [1] states that enterprises can be divided into micro-sized (number of employees between 1–9), small-sized (number of employees between 10–49), medium-sized (number of employees between 50–249), and large-sized (number of employees over 250), and 95% of enterprises are small and medium-sized. Smalland medium-sized enterprises (SMEs) may play a central part in supporting economic growth. The development of the internet changed consumer behavior. 82.4% of teens use the internet to acquire information [3]. Personalized apps and rapid information exchanges in the digital environment have led to changes in consumer internet behavior [4,5]. Online social media has deeply affected the changes in consumer behaviors and marketing strategies. Social media has become the mainstream avenue for enterprises to increase revenue. Performing e-marketing strategies is crucial, it is important to understand which complimentary social media functions may assist enterprises in performing e-marketing strategies, especially in SMEs with a limited marketing budget. In addition to social media, appropriate marketing goals are pivotal for SMEs to grow
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