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An Investigation of SMEs’ Perspective on Social Media Promotion Effect through the Correspondence Analysis

Author

Listed:
  • Bulut, Elif

    (Ondokuz Mayıs University)

  • Erdoğan, Evrim

    (Ondokuz Mayıs University)

  • Şardağ Karabulut, Melek

    (Sinop University)

Abstract

Establishing relationship with customers and creating value for customers are the roles of social media which have been recognized by all businesses recently. Nowadays social media has been seen as an opportunity for SME’s which can’t develop because of the lack of capital, human resources, marketing knowledge and technology etc. This study explores SMEs’ perspective on social media promotion effect with using correspondence analysis. The survey was carried out on 400 SMEs which operate in Sinop. The findings showed that SMEs have not fully utilized the importance of the social media as a marketing tool yet. Also, according to their descriptive characteristics, they have different perspectives on social media promotion effect.

Suggested Citation

  • Bulut, Elif & Erdoğan, Evrim & Şardağ Karabulut, Melek, 2017. "An Investigation of SMEs’ Perspective on Social Media Promotion Effect through the Correspondence Analysis," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 8(3), pages 591-610, July.
    • Handle: RePEc:ris:buecrj:0290
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    More about this item

    Keywords

    Social Media; Social Media Marketing; SME; Correspondence Analysis;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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