Small And Medium-sized Enterprises Marketing Research Articles

PRESERVING HERITAGE IN THREADS: A STUDY OF ORANG ULU MOTIF ADAPTATION IN CONTEMPORARY ETHNIC WEAR CRAFTED BY SMES

The delicate balance between preserving the rich cultural legacy of Orang Ulu motif patterns and adapting them to current items of ethnic wear made by small and medium-sized enterprises (SMEs) is examined in this research. The study explores how Orang Ulu motifs are used in modern clothing production in Sarawak, Malaysia, acknowledging the importance of community involvement in documenting and organising this cultural legacy. While they need to be protected, these culturally significant designs must also be relevant in contemporary fashion due to modernisation and changing consumer preferences. This study aims to examine factors influencing consumers’ purchase behaviour regarding ethnic wear or cultural clothing made by SMEs. Cultural anthropology, design innovation and business development were used to examine how SMEs might preserve Orang Ulu culture. Interviews, surveys and design studies were employed to understand producer and customer preferences and expectations. Relevant variables were obtained from a literature review. This empirical study used a well-structured face-to-face and internet-based customer questionnaire to survey 194 respondents. SPSS software was used to analyse the data using ranking scale analysis, analysis of variance and Pearson's correlation. This research identifies several techniques for incorporating traditional Orang Ulu motif designs into contemporary ethnic clothing to help SMEs balance cultural preservation and market viability. The complex process of conserving cultural themes despite global developments is explored, emphasising the need for adaptation to maintain cultural identity in the global market. The research will help SME owners and entrepreneurs meet customer expectations and build brand loyalty. The study’s limitations include a small sample size and a focus on consumer behaviour towards transformative ethnic wear made by SMEs, so the results cannot be applied to other firm types. SMEs making transformative ethnic wear are crucial for economic diversification, particularly in developing nations like Malaysia.

Sustainability in small and medium sized enterprises (SME) financing

The ability of small and medium-sized enterprises (SMEs) to access sustainable finance is an increasingly important determinant of their resilience and growth. However, the existing body of work is disjointed and often has a narrow focus on issues such as green finance or entrepreneurship without providing a thorough framework for sustainability. A scientometric review of 766 papers from 1989 to November 2023 extracted from the Scopus database was conducted to fill the gaps. This study examines the development of sustainable finance within SMEs using sophisticated bibliometric techniques with the biblioshiny package in R. In addition to highlighting the journals and authors at the forefront of the conversation on sustainable SME finance, the analysis also identifies the dominant themes and keywords that define the topic and examines thematic trends over time to identify patterns that will emerge in further research. The study highlights the growing impact of collaborative global research and the increasing importance of ESG (Environmental, Social, and Governance) issues in SME finance. The findings provide financial institutions, policymakers and entrepreneurs with strategic insights to support sustainable finance practices. This in-depth study summarises what has been achieved and provides stakeholders with a forward-looking handbook for developing sustainable finance plans and policies for the SME market.

Innovation, risk management, and proactive behavior: An insight into the aspects of entrepreneurial marketing in SMEs

Innovation, risk management, and proactive behaviour are the primary rudiments of entrepreneurial marketing that drive success and augment the competitiveness of business firms. Hence, exploring the interlinkage of these entrepreneurial marketing strategies in detail and looking forward to their underlying influence on the competitiveness of small and medium-sized enterprises (SMEs) is a useful approach to getting an overview of the current standing of small and emerging businesses in this regard. Therefore, the current study intends to contribute to this paradigm by sampling a total of 400 respondents from 47 SMEs in Kuwait. Data was collected via a questionnaire, and the responses were analyzed using SPSS v23. The outcomes depicted that all three dimensions of entrepreneurial marketing strategies have a positive and strong correlation with each other and a pronounced impact on driving competitiveness in SMEs. It has been noted that the aspiration towards bringing innovation, taking and managing risk for the anticipated good of the firm, and a proactive mindset are among the cardinal aspects that are imperative for the success and overall competitiveness of a firm to evolve and thrive in a diverse corporate sector and adopt change for the better of the organizations as well as the involved stakeholders.

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

Development of an integrated model for SME marketing and CRM optimization

The development of an integrated model for optimizing marketing and customer relationship management (CRM) in small and medium-sized enterprises (SMEs) presents a crucial advancement in enhancing business competitiveness and customer engagement. This paper proposes a unified model that merges scalable software solutions for social media analytics with AI-driven CRM to provide a comprehensive framework for SMEs to enhance their marketing strategies and customer interactions. Social media platforms have become vital channels for customer outreach, engagement, and feedback, yet SMEs often face challenges in leveraging these platforms due to limited resources and expertise. Integrating social media analytics into CRM systems offers businesses the ability to analyze customer behaviors, preferences, and sentiment on a large scale. The proposed model utilizes artificial intelligence (AI) to streamline customer interactions, enabling personalized communication and improving customer retention. By incorporating AI into CRM, SMEs can automate routine tasks, such as responding to customer inquiries and segmenting audiences based on their social media activity. This allows for more efficient marketing strategies and enables businesses to proactively address customer needs, ultimately driving customer loyalty and long-term growth. Furthermore, the unified model focuses on scalability, ensuring that SMEs can adopt and adapt these technologies according to their evolving needs and resources. This paper also explores the benefits of integrating these technologies, including the potential for improved data-driven decision-making, enhanced customer experience, and increased operational efficiency. In conclusion, this integrated model presents a strategic pathway for SMEs to optimize their marketing and CRM efforts through the adoption of scalable, AI-driven tools that enhance customer engagement and boost business performance. Keywords: SME Marketing, CRM Optimization, Social Media Analytics, AI-Driven CRM, Customer Engagement, Scalable Software Solutions, Business Performance, Personalized Communication, Customer Retention, Data-Driven Decision-Making.

How Can Industrial SMEs Achieve Sustainability through Cleaner Production? Green Marketing’s Role as a Mediator

For small and medium-sized enterprises (SMEs) seeking to adhere to sustainable standards and gain a sustained competitive edge, green marketing and cleaner production are increasingly imperative. Green marketing has grown a lot in popularity in the present market, which makes it possible to rebrand and repackage existing products. This study looks at how green marketing in Algerian industrial SMEs might help achieve sustainability through cleaner production. Data analysis was performed using Smart PLS 4 softwareV.4.1.0.8 and structural equation modeling. With a mediation effect of 47.4%—higher than the direct impact of cleaner production on sustainability—the study’s conclusion is that green marketing strongly mediates the relationship between cleaner production and sustainability. This suggests that by combining green marketing with cleaner production methods, SMEs can reap significant profits. In accordance with their financial and environmental goals, SMEs can effectively incorporate cleaner production methods and green marketing with the help of the research’s practical recommendations.

SMEs as catalysts for economic development: Navigating challenges and seizing opportunities in emerging markets

Small and medium-sized enterprises (SMEs) play a critical role in the economic development of emerging markets, acting as catalysts for innovation, job creation, and poverty reduction. They are often the backbone of these economies, driving growth through their adaptability and entrepreneurial spirit. However, SMEs also face significant challenges that must be navigated to fully capitalize on their potential. One of the primary challenges SMEs encounter in emerging markets is limited access to finance. Traditional banks often view SMEs as high-risk investments due to their smaller size and lack of collateral. This financing gap can stifle their growth and innovation capabilities. To address this, microfinance institutions and digital lending platforms have emerged as crucial alternatives, providing SMEs with much-needed capital. According to the International Finance Corporation (IFC), improving access to finance for SMEs could increase GDP growth rates significantly in emerging economies. Another critical challenge is the lack of infrastructure, which can impede business operations and logistics. In many emerging markets, inadequate transportation networks, unreliable power supply, and limited internet connectivity hinder SME productivity and market reach. Governments and international organizations are increasingly investing in infrastructure development to create a more conducive environment for SMEs. The World Bank, for instance, has various programs aimed at enhancing infrastructure in emerging markets, thereby facilitating better business operations for SMEs. In terms of opportunities, the digital revolution offers vast potential for SMEs. Digital tools and platforms enable SMEs to reach broader markets, streamline operations, and improve customer engagement. E-commerce, in particular, allows SMEs to overcome geographical limitations and tap into global markets. Additionally, leveraging social media for marketing can significantly enhance brand visibility and customer acquisition. Furthermore, emerging markets often present a youthful and growing consumer base, eager for new products and services. SMEs can seize this opportunity by tailoring their offerings to meet local preferences and demands. This consumer-centric approach can lead to increased loyalty and market share. In conclusion, while SMEs in emerging markets face considerable challenges, the opportunities for growth and impact are immense. By improving access to finance, investing in infrastructure, and embracing digital tools, SMEs can drive substantial economic development. Policymakers, financial institutions, and international organizations must continue to support these enterprises to unlock their full potential and foster sustainable economic growth.

تحديات وعوامل نجاح المؤسسات الصغيرة والمتوسطة في قطاع الأغذية في منطقة الرياض

Small and medium-sized enterprises (SMEs) in the food sector in Riyadh face various challenges and factors affecting their success. This research aims to identify the main challenges encountered by SMEs in the food sector in Riyadh, explore the strategies they adopt, and analyze the success factors contributing to the growth and sustainability of these SMEs. The researchers employed a descriptive survey method, suitable for the nature and objectives of the study, and selected 52 SME owners from the study population. The study revealed several key findings: the overall average response of the study participants regarding the challenges and difficulties faced by SMEs fell at a "agree" level with an average score of 4.02. Additionally, the overall average response of the study participants regarding the success factors of SMEs fell at a "strongly agree" level with an overall average score of 4.51. Furthermore, the overall average response of the study participants regarding marketing and promotion in SMEs fell at a "agree and strongly agree" level with an overall average score of 4.40. The study recommended that educational and training programs specialized for SME owners in the food sector be provided, including marketing, cost management, and development of managerial skills, to increase their understanding and enhance their capabilities in dealing with financial and marketing challenges. Academic institutions should be encouraged to provide greater support for research and innovation in the food industry, including providing funding and necessary resources for researchers to focus on innovative solutions to the challenges facing SMEs in this sector. Universities and academic institutions should support SMEs in the food sector in updating their technology and applying modern technological solutions to improve their productivity, product quality, and more effective marketing.

The Integration of Sustainable Technology and Big Data Analytics in Saudi Arabian SMEs: A Path to Improved Business Performance

Big data analytics technology offers significant opportunities for innovation and performance improvement for small- and medium-sized enterprises (SMEs) operating in competitive environments. However, reaping these benefits requires the adoption of such technologies by SMEs. This study investigates the factors influencing the adoption of big data and analytics in Saudi Arabian SMEs in the service and manufacturing sectors, with a particular focus on the role of facilitating sustainable technology in enabling sustainable business performance. Data were collected from managers of SMEs in Saudi Arabia using a quantitative method. The proposed hypotheses were tested using structural equation modeling with SmartPLS 4.0. The findings reveal that big data security and management support significantly influence the perceived ease of use and usefulness of big data analytics in SMEs. Perceived ease of use significantly influences the adoption of big data analytics. Furthermore, facilitating sustainable technology was a significant predictor of sustainable business performance. Additionally, the study revealed that the adoption of big data analytics significantly influenced business performance. The insights obtained from this study can be useful for the service and manufacturing industries operating in Saudi Arabia, particularly regarding the key influencing factor of perceived ease of use that determines the adoption of big data analytics in the Saudi Arabian SME market.

Designing an Agile Marketing Model for Small and Medium-sized Enterprises in Iran (Case Study: SMEs in the Northwest Regions of Iran)

Objective: The aim of this research was to design and propose an agile marketing model for small and medium-sized enterprises (SMEs) in Iran using a grounded theory approach. The study investigated the factors influencing the implementation of agile marketing, its enablers, barriers, and outcomes in SMEs located in the northwest regions of Iran. Methodology: This study employed a mixed-method approach (qualitative and quantitative). In the qualitative phase, theoretical sampling was conducted until theoretical saturation was reached through 21 semi-structured interviews, and the data were analyzed using the grounded theory method. In the quantitative phase, field data were collected via questionnaires from 406 SMEs in the provinces of East Azerbaijan, West Azerbaijan, Ardabil, and Zanjan, and the data were analyzed using statistical methods. Findings: The findings revealed that agile marketing improves the skills of specialized employees, enhances customer-centricity, and increases the competitiveness of SMEs. Furthermore, the role of digital technologies and data analytics as facilitators in the successful implementation of this approach was confirmed. Barriers such as organizational resistance and the complexity of the business environment were also identified as factors hindering agile marketing implementation. Conclusion: The study demonstrated that agile marketing can significantly enhance the performance and competitiveness of SMEs in turbulent markets. However, successful implementation requires appropriate infrastructure, digital technologies, and cultural changes within the organization. Agile marketing is proposed as an effective strategy for improving marketing and market management capabilities in SMEs.

Analysis of Strategic Marketing in Small and Medium-sized Enterprises: Case of the Bakery Industry in Colombia

Small and medium-sized enterprises (SMEs) are in a competitive system. The objective of the research was to analyze strategic marketing in SMEs in the bakery industry in the city of Barranquilla, for which a hypothesis is presented on the positive relationship between consumer behavior in relation to marketing strategies. Due to this, a categorical regression model was performed to test the hypotheses. The results showed that the industry analysis is more relevant for those companies that adopt a mature market strategy. The analysis of consumer buying behavior and the analysis of market demand dynamics prevail in the new markets strategy. Although product differentiation to achieve positioning is an important driver for companies that use growth market strategies, it is concluded that the consumer buying behavior hypothesis is valid because the analysis allows implementing differentiation actions that are included in strategic control, which is a complex thought process developed by top management.

Grains of Trust: Nurturing Repurchase Intentions With Expertise and Likeability in Rice Sales

This study examines the influence of salesperson likeability and expertise on repurchase intention within the framework of small and medium-sized enterprises (SMEs). In the highly competitive SME market, likeability—which goes beyond basic customer service to encompass qualities like relatability and empathy—has become a critical differentiation. Repurchase intention, which denotes consumer happiness and loyalty, is essential to the profitability and expansion of SMEs. The purpose of the study is to ascertain how salesperson expertise and likeability relate to repurchase intention. Using an online survey questionnaire, a sample of Padang, West Sumatera, clients of Beras Charissa is used in this quantitative study. The findings show that likeability and expertise both significantly influence the intention to repurchase. The study emphasizes how crucial likeability-based emotional ties and personal ties are in shaping consumer attitudes and actions. Furthermore, a salesperson’s expertise gives clients confidence, which improves trust and the customer experience. Although skill is still important, the article makes the case that improving a salesperson’s likeability through training that emphasizes customer engagement can boost client loyalty and promote repeat purchase.

Impact of customer and entrepreneuroriented marketing on business performance: an empirical evidence of SMEs in Russia

This paper aims to investigate the impact of marketing activities on the successful development of small and medium-sized enterprises (SMEs). It identifies and analyzes a set of customeroriented business processes and entrepreneurial marketing competencies designed to profit SMEs. Based on the literature review, the concept of a “marketing model” has been defined as a customer-oriented value system, a set of marketing competences, and marketing business processes. It is hypothesized that not only the customer and entrepreneurial orientations influence SME marketing models, but also basic and dynamic marketing competences and marketing business processes. External and internal factors that influence the development of marketing models are identified, as well as specific characteristics of SME marketing models and the logic of their development. Interview analysis and data content analysis were used to process qualitative data. This study comprises quantitative methods (via survey), combined with further data processing by regression, cluster analysis (IBN SPSS), SEM (IBN SPSS Amos) and the logistic regression methods (logit model). The focus of this research is to analyze the development patterns and specifics of SME marketing modeling to ensure effectiveness and growth of small business. The results of this research demonstrate improvement in the diagnosis and performance evaluation of SMEs and can be utilized by practicing entrepreneurs, SME business owners, and the academic community.

Relationship of Innovation and Market Orientation With the Profitability of SMEs in Mexico

The objective of this research is to analyse the effect of innovation and market orientation of small and medium-sized enterprises (SMEs) on their profitability in 2018 in Mexico, because they are two key elements in the development and growth of these companies, which compete with large companies within a globalized and constantly evolving market. For this analysis, an empitical study was carried out through a survey on a sample 300 companies selected by simple random sampling adapting the scales of Kohli & Jaworski (1990) to measure market orientation, for innovation the scale proposed by the OECD (2005) was adapted and business profitability and adaptation was made to the cale proposed by Gadenne, Mia, Sands, Winata, & Hooi (2012). Reliability and validity of the scales were evaluated through the Confirmatory Factor Analysis, which shows that the higher level of orientation to the SME market, the higher level of business profitability so companies must seek to implement innovation activities in their products, processes and management to see better, results reflected, in addition, the influence exerted by market orientation on innovation activities drives the company to meet the needs of the client and in this way conquering their preference.

Pemanfaatan Teknologi Augmented Reality (AR) Sederhana Untuk Meningkatkan Engagement Pelanggan Pada Program Pemasaran UMKM

This study explores the utilization of simple Augmented Reality (AR) technology to enhance customer engagement in the marketing programs of small and medium-sized enterprises (SMEs), specifically focusing on Anna Rental Perlengkapan Bayi in Semarang. The research employs an experimental design, developing and evaluating an AR-based information system prototype. Data collection methods include structured interviews, direct observations, and analysis of Instagram post performance. Results indicate a significant increase in customer engagement with AR content, showing an increase from fewer than 100 viewers for regular content to approximately >200 viewers for AR content, with 5% of these engaging further by clicking the AR link and 2% proceeding with a call-to-action. These findings align with existing theories on the effectiveness of interactive technologies in marketing. The study concludes that AR technology can substantially enhance customer engagement and suggests that SMEs adopt such technologies for improved marketing outcomes. Practical implications highlight the need for training and support for SMEs to implement AR effectively. This research provides a foundation for further studies on AR applications in SME marketing strategies in Indonesia.

A systematic literature review: digital marketing and its impact on SMEs

PurposeThis study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.Design/methodology/approachA systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.FindingsAlthough some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.Practical implicationsThis study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.Originality/valueResearch on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

Effects of globalization on small medium-sized enterprise development in Ghana

The paper examined the effects of globalisation on small and medium-sized enterprises (SMEs) performance in Ghana. By using the case study approach, the study selected the Kumasi Metropolis as the area for this study. The research delved into the level of familiarity of globalisation among SMEs, examined the influence of globalisation on SMEs performance and assessed the prospects and challenges globalisation poses on the SMEs market in Kumasi. Due to the nature of the population, a sample of 200 SMEs was selected for the study through purposive sampling. The study’s results revealed that the levels of awareness of globalisation among SMEs are generally known. Furthermore, most of the respondents consented that globalisation affects SMEs in acquiring knowledge and experience. Other enumerated effects include the availability of raw materials to increase performance, higher profits and better consultations with customers abroad than the domestic market. The study further found that the globalisation of SMEs was significantly affected by the level of competition from overseas competitors. Among others, the study recommended that the managerial capabilities of entrepreneurs of SMEs should be enhanced through periodic globalisation-based training programs, thereby acquiring in-depth comprehension of issues about globalisation and creating an enabling environment for SMEs to embrace globalisation. Key words: Globalisation, development, small and medium-sized enterprises (SMEs), performance, Ghana.

The Impact of Global Dynamic Capabilities on Governance Structure Choice of Partnership: The Moderating Effect of Ambidexterity

Research on multinational inter-organizational relationships has demonstrated that the capabilities of small and medium sized enterprises (SMEs) can be developed via partnerships, but at present, we lack studies that relate the development of such capabilities to the management of business governance structure. This study provides a new perspective on internationalized SME marketing strategies in the global context. Using a dynamic capability view of firms, the study develops hierarchical regression models linking global dynamic capabilities and governance structure. This study empirically verifies the research framework from 206 internationalized SME Taiwanese firms. The results confirm previous studies that indicate positive correlations between market orientation, learning orientation, and global dynamic capabilities. The results also indicate that the development of global dynamic capabilities impacts the choice of governance structure in firms. Our study suggests that internationalized SMEs strategically manage their autonomy and strategic options by choosing combinations of different relationship types while they decide to develop global marketing capabilities and global design capability, or both. The study also found that market orientation and learning orientation act as enabling mechanisms for building global dynamic capabilities.

Unravelling the unarticulated: SME managers and the role of tacit expertise in marketing

Purpose The purpose of this paper is to understand the role played by tacit knowledge in marketing decision making in small and medium-sized enterprises (SMEs) and to extrapolate the ramifications, in terms of practice and theory generation. Design/methodology/approach To provide support for the existence of tacit expertise, research was framed around three key questions and in-depth interview data drawn from SME senior managers. Although limited in number, interviewees represent a range of different types of SME businesses. Findings In SMEs, tacit knowledge presents a reservoir of expertise that reflects the recondite characteristics of marketing decision making. Strategies in marketing were found to be about locally situated networks, intersubjective knowledge and intuitive based judgements that led to important company advantages in the market place. Practical implications Based on an analysis of the findings and despite the abstruse nature of tacit knowledge, this paper tentatively suggests ways for marketers to unravel it. The suggestion is that tacit and locally significant experience and expertise in marketing is a basis for theory and practice, with potential for dissemination. Originality/value Tacit knowledge is a notable, yet widely overlooked area of SME marketing. Highlighted here are both managerial and learning challenges in terms of better conceptualising the understanding of marketing and SME activity regarding this largely unarticulated base of practice.

Marketing Decision-Making in Hungarian SMEs

Purpose – Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under different conditions, possess different capabilities, and therefore have a different approach to certain company functions (e.g., marketing). SMEs define their marketing activity within a scope that differs from their large counterparts. Our aim is to provide a better understanding of certain influencing factors that are the antecedents to the understanding of an SME’s marketing activities. Design/Methodology/Approach – Since relatively little has been written on these effects, we decided to use a qualitative approach because of both the sample (SMEs) and the research problem. The SME marketing activity was analyzed from an exploratory perspective, with the research conducted in the form of in-depth interviews in 15 SMEs. We had the opportunity to analyze our research questions in a Hungarian context. Findings and implications – As a result, some influencing patterns emerged, such as the deciding role of the SME leader, strong customer focus, the ability to adapt to the market, and innovative, entrepreneurial characteristics. The results can help both theoretical researchers of SME marketing and SME marketing practitioners. Limitations – The limitations of this paper lie in the sample size and structure, and in the limitations of qualitative methodology. Originality – Despite limitations, the influencing factors that emerged have not been analyzed in prior empirical studies in terms of SMEs’ decision-making factors in the context of online marketing and use of social media tools. By answering our research questions, we can provide a better explanation of how marketing decisions are made by SMEs.