Abstract
The present study aimed to explore the impact of using social media as marketing tool on the success of small-sized enterprises in Jordan. The study’s population consists from all the owners of small restaurants located in Jordan, Amman. As for the sample, it consists of (100) owners who are selected from the population. The questionnaire sheds a light on (e-infrastructure, having a social media page, and human resources).It was found that the owners of small restaurants in Jordan have positive attitudes towards using social media as a marketing tool. It was found that using social media as a marketing tool has a statistically significant impact on the success of small-sized enterprises in Jordan. It was found that having a social media page has a statistically significant impact on the success of small-sized enterprises. It was found that e-infrastructure and human resources don’t have any statistically significant impact on the success of small-sized enterprises. The researcher recommends developing the e-infrastructure in Jordan. Keywords : E-Marketing, Social Networks, Small-sized enterprises DOI : 10.7176/IKM/9-6-03 Publication date :June 30 th 2019
Highlights
The use of social media as a marketing tool enable the owners of small-sized enterprises to compete with the owners of big-sized enterprises
It was found that the owners of small restaurants in Jordan have positive attitudes towards using social media as a marketing tool
It was found that having a social media page has a statistically significant impact on the success of small-sized enterprises in Jordan
Summary
Advertising products through conventional means is considered costly for the owners of small-sized enterprises. Marketers must identify modern marketing means that are considered effective and capable of saving the costs incurred by the owners of small-sized enterprises. That’s because the present study shall provide recommendations that enable the owners of small restaurants in Jordan to benefit more from social media Such recommendations shall enable those owners to use social media effectively for advertising their products. Researchers didn’t provide adequate attention to the use of social media as a marketing tool by the owners of small-sized enterprises. The Study’s Questions The present study aimed to: Identify the meaning of social media marketing Explore the impact of social media marketing on the success of small-sized enterprises in Jordan.
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