IDEAS home Printed from
   My bibliography  Save this article

The Use of Social Media and E-Commerce: a Winning Strategy for Small Businesses


  • Domenico CONSOLI

    (University of Bologna, Italy)


Nowadays we live in a global market era. For small business (SBs), that do not have financial and human resources to sell in a big market, the use of e-commerce platforms and social media to promote products/services can be a winning and competitive strategy. The electronic platform and social media can reinforce the weaknesses of an absence of a commercial network to interact with end customers especially if they live in another country. In the global world, companies to sell products/services must exchange information with all stakeholders like suppliers, enterprises, partners, and mainly with customers. By social media, between customers, business partners and companies a bidirectional channel is established and a process of co-creation and co-production, to improve products/services and customer satisfaction, is stimulated. For SBs the reduced availability of resources is not an impediment to sell in a global market. Owners of SBs can directly spend and devote part of their free time to support the online sale. SBs being lean and flexible enterprises can execute more quickly orders, collected by the website, and therefore the distribution process is faster. In this paper we analysed a sample of small enterprises to analyse if entrepreneurs/managers of SBs believe in the strategic potential of these tools.

Suggested Citation

  • Domenico CONSOLI, 2017. "The Use of Social Media and E-Commerce: a Winning Strategy for Small Businesses," North Economic Review, Technical University of Cluj Napoca, Department of Economics and Physics, vol. 1(1), pages 109-119, October.
  • Handle: RePEc:clj:noecrw:v:1:y:2017:i:1:p:109-119

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Domenico CONSOLI, 2012. "A Collaborative Platform to Support the Enterprise 2.0 in Active Interactions with Customers," Informatica Economica, Academy of Economic Studies - Bucharest, Romania, vol. 16(3), pages 37-49.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    2. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    3. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    4. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    5. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    6. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    7. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    8. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    9. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    10. Gal-Tzur, Ayelet & Grant-Muller, Susan M. & Kuflik, Tsvi & Minkov, Einat & Nocera, Silvio & Shoor, Itay, 2014. "The potential of social media in delivering transport policy goals," Transport Policy, Elsevier, vol. 32(C), pages 115-123.
    11. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    12. Fazal Ur Rehman & Rosman Bin Md Yusoff & Fadillah Binti Ismail & Farwida Javed, 2019. "What is Brand? Some Insights in the Historical Development," Information Management and Business Review, AMH International, vol. 10(4), pages 8-13.
    13. Drummond, Conor & O'Toole, Thomas & McGrath, Helen, 2022. "Social Media resourcing of an entrepreneurial firm network: Collaborative mobilisation processes," Journal of Business Research, Elsevier, vol. 145(C), pages 171-187.
    14. Bojana Suzić & Miroslav Karlíček & Václav Stříteský, 2016. "Adoption of Social Media for Public Relations by Museums," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 5-16.
    15. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    16. Marcel Rosenberger & Christiane Lehrer & Reinhard Jung, 0. "Integrating data from user activities of social networks into public administrations," Information Systems Frontiers, Springer, vol. 0, pages 1-14.
    17. Davide Giacomini & Paola Zola & Diego Paredi & Mario Mazzoleni, 2020. "Environmental disclosure and stakeholder engagement via social media: State of the art and potential in public utilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1552-1564, July.
    18. Maximilian ROBU, 2013. "A New Classification Of Smes In The Digital Economy Context," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 1, pages 150-155, June.
    19. Christian Bartelheimer, Philipp zur Heiden, Hedda Lüttenberg, Daniel Beverungen, 2021. "Systematizing the Lexicon of Platforms in Information Systems: A Data-Driven Study," Working Papers Dissertations 79, Paderborn University, Faculty of Business Administration and Economics.
    20. Schejter, Amit M. & Tirosh, Noam, 2015. "“Seek the meek, seek the just”: Social media and social justice," Telecommunications Policy, Elsevier, vol. 39(9), pages 796-803.

    More about this item


    small businesses; e-commerce; social media; Web 2.0; global market;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:clj:noecrw:v:1:y:2017:i:1:p:109-119. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: . General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Izabela Luiza Pop (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.