Nişantaşı Üniversitesi

Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective

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dc.contributor.author Öztamur, Dilhan
dc.contributor.author Karakadılar, İbrahim Sarper
dc.date.accessioned 2019-06-26T10:36:41Z
dc.date.available 2019-06-26T10:36:41Z
dc.date.issued 2014
dc.identifier.issn 1877-0428
dc.identifier.uri http://hdl.handle.net/20.500.12474/67
dc.description.abstract Social-media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. This paper aims at analyzing the role of social media for Small and Medium-Sized Enterprises (SMEs); as a new marketing strategy tool for the firm performance perspective. This manuscript is focused on a case study including the comparison and analysis of totally four American and Turkish companies' Facebook and Twitter accounts in terms of the number of likes and followers, richness of content, interaction with customers and the use of language. Within this research, the qualitative method is used in order to see how these companies engage with their customers online and use social media as a strategic tool of social network marketing (SNM). Briefly findings of this study suggests that: the common problems of the Turkish SMEs are related with using formal language during the customers communication process and creating unattractive content lacking richness to attract their customers' attention in their social media activities. Another noteworthy point is that from the American SMEs perspective, they are less effective in using Twitter when compared to their Facebook accounts. tr_TR
dc.language.iso en tr_TR
dc.publisher 10TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE 2014 tr_TR
dc.subject Micro-blogging tools tr_TR
dc.subject Social network marketing (SNM) tr_TR
dc.subject Word of mouth marketing (WOM) tr_TR
dc.subject Qualitative descriptive and content analysis tr_TR
dc.title Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective tr_TR
dc.type Other tr_TR


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