Abstract
Social media marketing tools are a phenomenon that has become an important aspect of the marketing mix and revolutionized the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist on social media marketing tools on SMEs in Abu Dhabi UAE. However, the few existing studies, without scientific proof to SMEs in Abu Dhabi UAE data, have been rushing to conclude that the emergence of social media marketing tools has led to the death benefits of social media for SMEs’ performance.
Highlights
The usage of online marketing technologies in small and midsize enterprises (SMEs) does not stretch out to the required level (Ahmad et al, 2019)
In the study conducted by Sarah (2012) on the social media marketing in a small business, the results found that SMEs are not using social
A report by Orient Planet Research found that social media channels such as Facebook, YouTube, WhatsApp and LinkedIn are increasingly being used by SMEs and have become major business enablers
Summary
The usage of online marketing technologies in SMEs does not stretch out to the required level (Ahmad et al, 2019). The U.A.E is among the top countries in the world, with high percent smartphone penetration (78%) and more social media adoption even higher than the United States (Zaidan, 2017) This shows that the UAE citizen does not make full advantage of social network especially with broad coverage wider penetration for the online user encourage them to use internet for their activities for connecting with friends and family member, but they can use internet for business activates like shopping and buying and selling things. Karjaluoto (2015) found out that SMEs look like not utilising the social media and online tools to maximum potential marketing, and SMEs are not getting any benefits or offers by these tools. This problem will be investigated in this study and suggesting the appropriate recommendations
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