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Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?

Author

Listed:
  • Irina Maiorescu

    (The Faculty of Business and Tourism, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Mihaela Bucur

    (The Faculty of Business and Tourism, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Bogdan Georgescu

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Daniel Moise

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Vasile Alecsandru Strat

    (The Faculty of Economic Cybernetics, Statistics and Informatics, The Bucharest University of Economic Studies, 010552 Bucharest, Romania)

  • Ion Daniel Zgură

    (The Faculty of Business and Tourism, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

The fast development of technologies shapes the way companies address and understand their customers’ needs, including the more and more pressing call for sustainability. If, by now, many organizations use the advantages of social media in their marketing strategies, newer technologies, such as Internet of things (IoT) wearables, are not fully used to their whole potential. Thus, we conducted two research studies—a qualitative one in the form of a focus group where eight different companies’ representatives took part, followed by a quantitative one in the form of an online questionnaire, where 84 (Small and Medium Sized Enterprises) SMEs and Large Enterprises answered. The main purpose of our research was to investigate companies’ attitudes and practices about using social media and IoT wearable technologies in developing organizational marketing strategies. The results indicate that, though there are some differences in the perception and use of social media and IoT wearables for developing marketing strategies, these differences are not marked between SMEs and Large Enterprises, but rather between micro enterprises and other companies with higher numbers of employees. Additionally, there are some differences noticed between companies operating in regional, national, or international markets.

Suggested Citation

  • Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7292-:d:409504
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    Cited by:

    1. Fayez Nahedh Alsehani & Ainuddin Wahid Bin Abdul Wahab & Liyana Shuib, 2023. "Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    2. Andreea-Diana Suciu (Vodă) & Andra Ioana Maria Tudor & Ioana Bianca Chițu & Lavinia Dovleac & Gabriel Brătucu, 2021. "IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth," Sustainability, MDPI, vol. 13(11), pages 1-17, June.
    3. Chaudhary, Pooja & Gupta, Brij B. & Chang, Xiaojun & Nedjah, Nadia & Chui, Kwok Tai, 2021. "Enhancing big data security through integrating XSS scanner into fog nodes for SMEs gain," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    4. Hamed Nozari & Agnieszka Szmelter-Jarosz & Javid Ghahremani-Nahr, 2021. "The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry," Future Internet, MDPI, vol. 13(10), pages 1-18, October.
    5. Rainer Alt, 2021. "Electronic Markets on the next convergence," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 1-9, March.

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