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THE ROLE OF SOCIAL MEDIA IN PORTUGUESE SMEs

Author

Listed:
  • Elisabete SILVA

    (Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal)

  • Hugo SOARES

    (Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal)

  • José Duarte SANTOS

    (Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal)

  • Fernando ALMEIDA

    (Polytechnic Institute of Gaya (ISPGAYA), V.N.Gaia, Portugal)

Abstract

Social media assume increasing importance in the light of the evolution of the digitalization processes in the economy. In the context of global change, Small and Medium Enterprises (SMEs) look to social networks as a way to prosper and promote their businesses at a lower cost. This study aims to explore the state of development of social media among Portuguese SMEs through the characterization of their adoption process, benefits, good practices, and challenges. The findings reveal that more than 75% of Portuguese SMEs already use social media in their marketing activities. This online presence allows them to have a new communication channel that supports their innovation processes. The role of analyzing customer feedback and establishing contact with most loyal customers was mentioned as good practices. Finally, Portuguese SMEs that do not use social networks highlight their low interest in this digital communication channel.

Suggested Citation

  • Elisabete SILVA & Hugo SOARES & José Duarte SANTOS & Fernando ALMEIDA, 2020. "THE ROLE OF SOCIAL MEDIA IN PORTUGUESE SMEs," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 99-116, November.
    • Handle: RePEc:aio:manmar:v:xviii:y:2020:i:2:p:99-116
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; social networks; digital marketing; online presence; relational marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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