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Entrepreneurship and social media marketing: evidence from French small business

Author

Listed:
  • Walid A. Nakara
  • Fatim-Zohra Benmoussa
  • Annabelle Jaouen

Abstract

The purpose of this paper is to analyse the social media marketing practices of SMEs. Social networks are profoundly transforming the way customers use the web and thus challenging SME business practices. Although the social media provide affordable channels for marketing and are thus appropriate tools for firms with limited resources, some SMEs and entrepreneurs still question their credibility and sustainability. Based on seven semi-structured interviews with web marketing consultants, an online survey with 104 owner-managers of tourism SMEs, and a netnographic study, this research analyses the place of social media in SMEs. It describes their practices, shows that SMEs underuse these tools, and proposes some managerial recommendations to small business owner-managers.

Suggested Citation

  • Walid A. Nakara & Fatim-Zohra Benmoussa & Annabelle Jaouen, 2012. "Entrepreneurship and social media marketing: evidence from French small business," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 386-405.
    • Handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:386-405
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    Citations

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    Cited by:

    1. Walid A Nakara & Fatim-Zohra Benmoussa & Annabelle Jaouen, 2014. "L'utilisation des réseaux sociaux dans le marketing des PME : entre risque et opportunité ?," Post-Print hal-02554525, HAL.
    2. Nasshata Fatiha A. Hashim & Siti Kamaliah Alek & Khairunnisa Nurasikin Asmali & Rafidah Rosli & Nurliyana Amalina R. A. Halim & Mohammad Nabil Almunawar, 2021. "Utilisation of Social Media by Micro, Small and Medium Enterprises in Brunei Darussalam," International Review of Management and Marketing, Econjournals, vol. 11(1), pages 8-20.
    3. Asthana, Shekhar, 2022. "Twenty-five years of SMEs in tourism and hospitality research: A bibliometric analysis," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 35-47.
    4. Coralie Haller & Daria Plotkina & Tan Vo-Thanh, 2021. "Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    5. Chanchai Phonthanukitithaworn & Chavis Ketkaew & Phaninee Naruetharadhol, 2019. "Relevant Factors for Success as an Online Entrepreneur in Thailand," SAGE Open, , vol. 9(1), pages 21582440188, January.
    6. Stefan Schmid & Sebastian Baldermann, 2021. "CEOs’ International Work Experience and Compensation," Management International Review, Springer, vol. 61(3), pages 313-364, June.

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