IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i18p7292-d409504.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/18/7292/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/18/7292/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jacobson, Jenna & Gruzd, Anatoliy & Hernández-García, à ngel, 2020. "Social media marketing: Who is watching the watchers?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    3. Hamilton, Mitchell & Kaltcheva, Velitchka D. & Rohm, Andrew J., 2016. "Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 121-133.
    4. Dorin Maier & Mihaela Maftei & Andreea Maier & Gabriela Elena Bitan, 2019. "A Review of Product Innovation Management Literature in the Context of Organization Sustainable Development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(S13), pages 816-816, November.
    5. Xu, Zhenning & Frankwick, Gary L. & Ramirez, Edward, 2016. "Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective," Journal of Business Research, Elsevier, vol. 69(5), pages 1562-1566.
    6. Lucas Santos Dalenogare & Marie-Anne Le Dain & Néstor Fabián Ayala & Alejandro Germán Frank, 2019. "The contribution of Smart Glasses for PSS," Post-Print hal-02337473, HAL.
    7. Nascimento, Bruno & Oliveira, Tiago & Tam, Carlos, 2018. "Wearable technology: What explains continuance intention in smartwatches?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 157-169.
    8. Zhang, Yuchi & Moe, Wendy W. & Schweidel, David A., 2017. "Modeling the role of message content and influencers in social media rebroadcasting," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 100-119.
    9. Muller, Eitan & Peres, Renana, 2019. "The effect of social networks structure on innovation performance: A review and directions for research," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 3-19.
    10. Sebastian Ion Ceptureanu & Eduard Gabriel Ceptureanu & Vlad Liviu Bogdan & Violeta Radulescu, 2018. "Sustainability Perceptions in Romanian Non-Profit Organizations: An Exploratory Study Using Success Factor Analysis," Sustainability, MDPI, vol. 10(2), pages 1-23, January.
    11. Gabriel Cristian Sabou, 2012. "Sustainable Heritage Management - a Matter of National Policies Congruence," International Journal of Economic Practices and Theories, Academy of Economic Studies - Bucharest, Romania, vol. 2(3), pages 137-142, July.
    12. Sahu, Aditya Kumar & Padhy, R.K. & Dhir, Amandeep, 2020. "Envisioning the future of behavioral decision-making: A systematic literature review of behavioral reasoning theory," Australasian marketing journal, Elsevier, vol. 28(4), pages 145-159.
    13. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    14. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    15. Vigneswara Ilavarasan & Mark R Levy, 2010. "ICTs and Urban Microenterprises: Identifying and Maximizing Opportunities for Economic Development," Working Papers id:2819, eSocialSciences.
    16. 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.
    17. Eduard-Gabriel Ceptureanu & Sebastian-Ion Ceptureanu & Mihai Cristian Orzan & Ovidiu Niculae Bordean & Violeta Radulescu, 2017. "Empirical Study on Sustainable Opportunities Recognition. A Polyvinyl Chloride (PVC) Joinery Industry Analysis Using Augmented Sustainable Development Process Model," Sustainability, MDPI, vol. 9(10), pages 1-36, September.
    18. Sebastian Ion Ceptureanu & Eduard Gabriel Ceptureanu & Marieta Olaru & Liviu Bogdan Vlad, 2018. "An Exploratory Study on Coopetitive Behavior in Oil and Gas Distribution," Energies, MDPI, vol. 11(5), pages 1-18, May.
    19. Shareef, Mahmud Akhter & Mukerji, Bhasker & Alryalat, Mohammad Abdallah Ali & Wright, Angela & Dwivedi, Yogesh K., 2018. "Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 258-268.
    20. Erevelles, Sunil & Fukawa, Nobuyuki & Swayne, Linda, 2016. "Big Data consumer analytics and the transformation of marketing," Journal of Business Research, Elsevier, vol. 69(2), pages 897-904.
    21. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    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.

    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. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    2. 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.
    3. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    4. Aleksandar Brzaković & Tomislav Brzaković & Darjan Karabašević & Gabrijela Popović & Renata Činčikaitė, 2022. "The Interface between the Brand of Higher Education and the Influencing Factors," Sustainability, MDPI, vol. 14(10), pages 1-22, May.
    5. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    6. Sławomir Ostrowski, 2021. "Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    7. Sheshadri Chatterjee & Ranjan Chaudhuri & Georgia Sakka & Balakrishna Grandhi & Antonino Galati & Evangelia Siachou & Demetris Vrontis, 2021. "Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support," Sustainability, MDPI, vol. 13(21), pages 1-16, November.
    8. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    9. Stefano Di Lauro & Aizhan Tursunbayeva & Gilda Antonelli & Marcello Martinez, 2021. "Organizational and Corporate Identity on Social Media: A Literature Review," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(4), pages 1-53, July.
    10. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    11. Tuleu Daniela, 2015. "Antecedents Of Customer Relationship Management Capabilities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1285-1294, July.
    12. Brewis, Claire & Dibb, Sally & Meadows, Maureen, 2023. "Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    13. Acharya, Abhilash & Singh, Sanjay Kumar & Pereira, Vijay & Singh, Poonam, 2018. "Big data, knowledge co-creation and decision making in fashion industry," International Journal of Information Management, Elsevier, vol. 42(C), pages 90-101.
    14. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    15. Kizgin, Hatice & Jamal, Ahmad & Dwivedi, Yogesh K. & Rana, Nripendra P., 2021. "The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education," Journal of Business Research, Elsevier, vol. 130(C), pages 724-735.
    16. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    17. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    18. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    19. Srivastava, Abhishek & Bala, Pradip Kumar & Kumar, Bipul, 2020. "New perspectives on gray sheep behavior in E-commerce recommendations," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. Claudio Vitari & Elisabetta Raguseo, 2019. "Big data analytics business value and firm performance: Linking with environmental context," Post-Print hal-02293765, HAL.

    Corrections

    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:gam:jsusta:v:12:y:2020:i:18:p:7292-:d:409504. See general information about how to correct material in RePEc.

    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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.