THE ROLE OF SOCIAL MEDIA MARKETING IN PROMOTING SMALL AND MEDIUM BUSINESS

Abstract

Purpose. The purpose of the article is to study social media marketing as a tool promotion of products of small and medium enterprises, studying the essence of the concept of “social media marketing”, using marketing in social networks as part of the marketing strategy of small and medium-sized businesses. Methodology of research. Article based on the analysis of scientific achievements and research of theorists and practitioners of Internet marketing. The objectives of the article implemented by using the general and specific research methods: analysis and synthesis, systematization and generalization, dialectical approach. Findings. The article analyzes and summarizes the experience Internet marketing in small and medium enterprises. The terminology, methods and means of Internet marketing are defined. A study of modern tools of Internet marketing in the development of e-commerce on enterprises. The use of Internet marketing in small and medium enterprises in the world is considered. Practical value. Based on the research, conclusions and recommendations for the use of marketing tools in social networks have been developed, which will have a significant impact on the development and promotion of small and medium-sized businesses. Keywords: social marketing, Internet-scope, social networks, web-site, content traffic, Internet marketing, social media marketing. REFERENCES 1. Ayatse, F. A. (2012). The influence of corporate ethical codes of conduct on the production of quality products among pharmaceutical companies in Nigeria. Journal of Economics and Sustainable Development, 3 (3), pp. 35–44. 2. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319– 340. 3. Davis, F. D., Bagozzi, R. P. & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35 (8), 982– 1003. 4. Derham, R., Cragg, P. & Morrish, S. (2011). Creating Value: An SME And Social Media. PACIS, 53, 1–9. 5. Dellaert, B. G. & Ruyter, K. D. (2004). What drives consumers to shop online? A literature review. International journal of service industry management, 15 (1), 102–121. 6. Dishaw, M. T. & Strong, D. M. (1999). Extending the technology acceptance model with task– technology fit constructs. Information & management, 36 (1), 9–21. 7. Gillham, B. (2005). Research Interviewing: The range of techniques: A practical guide. McGraw-Hill Education (UK). 8. Goodhue, D. L., Klein, B. D., Salvatore, T. and Thompson, R. L. (1995). Tasktechnology fit. Human-Computer Interaction and Management Information Systems: Foundations, pp.184–204. 9. Husam, R., Naser, S. S. A., El Talla, S. A. and Al Shobaki, M. J. (2018). Information Technology Role in Determining Communication Style Prevalent Among Al-Azhar University Administrative Staff. International Journal of Information Technology and Electrical Engineering, 7 (4), pp. 21–43. 10. Kangas, J., Kurttila, M., Kajanus, M. & Kangas, A. (2003). Evaluating the management strategies of a forestland estate – the SOS approach. Journal of environmental management, 69 (4), 349–358. 11. Karpenko, N. V., Ivannikova, М. М. (2020). The influence of the consumer’s type – physical or digital – on their behavioral characteristics. Economic Bulletin of SHEI “Ukrainian State University of Chemical Technology”, 2020, 2 (20). – pp. 113–118. 12. Klopping, I. M. & McKinney, E. (2004). Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Information Technology, Learning & Performance Journal, 22 (1). 13. Nobre, H. and Silva, D. (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19 (2), pp. 138–151. 14. Pannu, P. and Tomar, Y. A. (2010). ICT4D information communication technology for development. IK International Pvt Ltd. 15. Usoro, A. (2001). Can information technology help managers plan globally? Journal of Global Information Management (JGIM), 9 (1), 17–24. 16. Vankatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. Mis Quarterly, 27 (3), 425–478. 17. Venkatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46 (2), 186–204. Published: 2021-05-27