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THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Author

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  • Jan Zufan

    (University College of Business in Prague, Prague, Czech Republic)

  • Mehmet Civelek

    (University of Entrepreneurship and Law, Ostrava, Czech Republic)

  • Iveta Hamarneh

    (University College of Business in Prague, Prague, Czech Republic)

  • Lubomír Kmeco

    (University College of Business in Prague, Prague, Czech Republic)

Abstract

Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size. In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

Suggested Citation

  • Jan Zufan & Mehmet Civelek & Iveta Hamarneh & Lubomír Kmeco, 2020. "THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 8(1), pages 102-113, June.
    • Handle: RePEc:jek:journl:v:8:y:2020:i:1:p:102-113
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    Cited by:

    1. Judit Oláh & Yusmar Ardhi Hidayat & Zdzisława Dacko-Pikiewicz & Morshadul Hasan & József Popp, 2021. "Inter-Organizational Trust on Financial Performance: Proposing Innovation as a Mediating Variable to Sustain in a Disruptive Era," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    2. Igor Fedorko & Richard Fedorko & Beata Gavurova & Radovan Bačík, 2021. "Social media in the context of technology acceptance model," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 519-528, September.
    3. Pollák František & Vavrek Roman & Váchal Jan & Markovič Peter & Konečný Michal, 2021. "Analysis of Digital Customer Communities in terms of their interactions during the first wave of the COVID-19 pandemic," Management & Marketing, Sciendo, vol. 16(2), pages 134-151, June.
    4. ALI TAHA Viktória & HARNIČÁROVÁ Michaela & KORBA Peter & ŠKERHÁKOVÁ Veronika, 2022. "Talent Retention: Analysis of the Antecedents of Talented Employees’ Intention to Stay in the Organizations," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 01, March.

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