scholarly journals The Effectiveness of Social Media Marketing. A Case of Lagos Nigeria

2021 ◽  
Vol 10 (2) ◽  
pp. 255-271
Author(s):  
Ikenna Franklin Eze ◽  
Ephias Ruhode ◽  
Chux Iwu
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Business Owners ◽  
Social Media Marketing ◽  
Small Enterprises ◽  
Goods And Services ◽  
The People

Small businesses are drivers of any economy because of their capacity to, among others, provide employment to the people and the owners. Their extinction will greatly affect a nation. This study focused on small enterprises in Lagos, Nigeria and how social media is deployed in them. The study is necessary because most small enterprises in Nigeria do not make it past the first few years of operation. Perhaps the adoption of social media by small businesses in Lagos may create extra opportunities for their growth. A questionnaire was employed to collect data from participants since it was less expensive and allowed for huge amounts of data to be gathered in a short amount of time. This study shows that the majority of small enterprises in Nigeria employ social media to promote their goods and services. Most business owners confirmed that the platform is efficient when applied in business. The findings also reveal that some enterprise owners are still yet to implement social media marketing into their advertising plans. Some implications and recommendations are flagged.

scholarly journals Role of Micro-Influencers in Affecting Behavioural Intentions

2020 ◽  
Vol 8 (4S5) ◽  
pp. 189-192
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Behavioral Intentions ◽  
Business Owners ◽  
Social Media Marketing ◽  
Small Business Owners ◽  
Qualitative Nature ◽  
Practical Implications ◽  
A Current

Purpose – Micro-influencers are often positioned between common social media users and celebrities. Using them for endorsements is a current and prospective aspect of social media marketing. This paper studies the credibility of microinfluencers and their impact on behavioral intentions of their followers. Designing – This paper take benefit of the qualitative analysis on responses received from 135 Instagram users who follow at least one micro-influencer and have purchased at least one product promoted by them. Responses from 15 microinfluencers and 08 small business owners (who have roped in regional micro-influencers) have also been studied. Findings – The paper identifies that micro-influencers are gaining much popularity in India, since the users find them relatable and trustworthy. The attractive advertisements (in form of posts & stories) leave an impact on followers and also shape their purchase and viral intentions. Research limitations/implications- The methodology adopted for this paper is of qualitative nature and the responses collected from various sources were verified against the available literature. Same could be done in qualitative terms. Practical implications - The use of micro-influencers for social media marketing is on the rise. Studying their impact especially for small businesses that can’t spend on other cost intensive advertising alternatives becomes relevant. Originality/value -This research contributes to studying microinfluencer role in affecting the behavioral intentions of social media users in India. Not many studies have been conducted in this regard and even less considering Instagram as a platform

scholarly journals Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study of Landscape Industry Small Businesses

2020 ◽  
Vol 14 (1) ◽  
Author(s):  
Crystal Lupo ◽  
Jason R. Stroman
Keyword(s):  
Social Media ◽  
Small Business ◽  
Small Businesses ◽  
Low Cost ◽  
Business Owners ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Small Business Owners ◽  
Multiple Case

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This study incorporated a qualitative, exploratory multiple-case study design to explore how landscape industry small business owners use social media marketing strategies to help ensure business viability. Results indicated that successful marketing strategies tended to incorporate Facebook as the primary social media tool and included content such as service, education, and holiday posts. Benefits of social media marketing primarily centered on low-cost marketing options for improved visibility, while challenges included a trial-and-error learning curve. Results of this study might help small businesses improve their long-term viability through social media marketing strategies.

Effects of Consumers' Social Media Participation on Consumer Behavior

2014 ◽  
pp. 1128-1152
Author(s):  
Ashish Kumar ◽  
Ram Bezawada
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
The Internet ◽  
Media Environment ◽  
Digital Revolution ◽  
Digital Era ◽  
Online Social Media ◽  
The People ◽  
Marketing Activities ◽  
Search Marketing

Technological advancements have shaped and reshaped the marketing landscape from time to time. The digital revolution in particular has given rise to a new digital era that has changed this marketing landscape, perhaps permanently. One of the core technologies involved in defining this digital era is the Internet. The Internet has not only empowered the people by creating and disseminating information like never before but also has affected the way we conduct our businesses. Various business usages of the Internet in search engines, email, mobile, and social media have given rise to new ways of conducting marketing activities such as affiliate marketing, display advertisement, email marketing, search marketing, and social media marketing among others. The significance and the relevance of online social media marketing have made this particular digital channel a topical subject of the digital era. The effects of social media have been felt in influencing both seller and buyer behaviors. However, the focus of this chapter is to address two important aspects of consumer behaviors in an online digital social media environment. First, the authors propose a conceptual framework of consumers' social media participation. Second, the chapter discusses how this participation affects consumers' behaviors including their purchases. Finally, the authors present a few econometric challenges associated with modeling consumers' social media participation and quantifying its impact on their behaviors.

Effects of Consumers' Social Media Participation on Consumer Behavior

2015 ◽  
pp. 1567-1591
Author(s):  
Ashish Kumar ◽  
Ram Bezawada
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
The Internet ◽  
Media Environment ◽  
Digital Revolution ◽  
Digital Era ◽  
Online Social Media ◽  
The People ◽  
Marketing Activities ◽  
Search Marketing

Technological advancements have shaped and reshaped the marketing landscape from time to time. The digital revolution in particular has given rise to a new digital era that has changed this marketing landscape, perhaps permanently. One of the core technologies involved in defining this digital era is the Internet. The Internet has not only empowered the people by creating and disseminating information like never before but also has affected the way we conduct our businesses. Various business usages of the Internet in search engines, email, mobile, and social media have given rise to new ways of conducting marketing activities such as affiliate marketing, display advertisement, email marketing, search marketing, and social media marketing among others. The significance and the relevance of online social media marketing have made this particular digital channel a topical subject of the digital era. The effects of social media have been felt in influencing both seller and buyer behaviors. However, the focus of this chapter is to address two important aspects of consumer behaviors in an online digital social media environment. First, the authors propose a conceptual framework of consumers' social media participation. Second, the chapter discusses how this participation affects consumers' behaviors including their purchases. Finally, the authors present a few econometric challenges associated with modeling consumers' social media participation and quantifying its impact on their behaviors.

Effects of Consumers' Social Media Participation on Consumer Behavior

2015 ◽  
pp. 1670-1694
Author(s):  
Ashish Kumar ◽  
Ram Bezawada
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
The Internet ◽  
Media Environment ◽  
Digital Revolution ◽  
Digital Era ◽  
Online Social Media ◽  
The People ◽  
Marketing Activities ◽  
Search Marketing

Technological advancements have shaped and reshaped the marketing landscape from time to time. The digital revolution in particular has given rise to a new digital era that has changed this marketing landscape, perhaps permanently. One of the core technologies involved in defining this digital era is the Internet. The Internet has not only empowered the people by creating and disseminating information like never before but also has affected the way we conduct our businesses. Various business usages of the Internet in search engines, email, mobile, and social media have given rise to new ways of conducting marketing activities such as affiliate marketing, display advertisement, email marketing, search marketing, and social media marketing among others. The significance and the relevance of online social media marketing have made this particular digital channel a topical subject of the digital era. The effects of social media have been felt in influencing both seller and buyer behaviors. However, the focus of this chapter is to address two important aspects of consumer behaviors in an online digital social media environment. First, the authors propose a conceptual framework of consumers' social media participation. Second, the chapter discusses how this participation affects consumers' behaviors including their purchases. Finally, the authors present a few econometric challenges associated with modeling consumers' social media participation and quantifying its impact on their behaviors.

scholarly journals Impact of Social Media Applications on Small Business Entrepreneurs

2016 ◽  
Vol 02 ◽  
pp. 1 ◽  
Author(s):  
Malik Shahzad Shabbir ◽  
Muhammad Saarim Ghazi ◽  
Atta Rasool Mehmood ◽  
◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Small Business ◽  
Literature Review ◽  
Small Businesses ◽  
Positive Impact ◽  
Business Owners ◽  
Small Business Owners ◽  
Social Media Platforms ◽  
Media Applications ◽  
The Impact

The main objective of this paper is to investigate the impact of social media applications on small business entrepreneurs. It also examines how small business owners are motivated to use social media applications. Social media has completely transformed the way businesses are done. Social media applications in the present time have become the most efficient and effective tool for small business entrepreneurs, and normally all small businesses use social media platforms for the advertising and publicity of their products and services. They make fan pages for their followers, and they warmly welcome their suggestions and opinions, which help in improving their businesses. However, based on literature review, we conclude that there is a positive impact of social media applications on small business entrepreneurs as well as they are highly motivated to use these platforms.

scholarly journals Pengaruh Social Media Marketing, E-Service Quality, dan Review Content terhadap Minat Beli pada UMKM Produk Organik

2021 ◽  
Vol 9 (4) ◽  
pp. 1563-1571
Author(s):  
Bagus Satriyo ◽  
Yeni Indriana ◽  
Musalim Ridlo
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Purchase Intention ◽  
Monitoring And Evaluation ◽  
Social Media Marketing ◽  
Goods And Services ◽  
Consulting Services ◽  
Online Marketplace ◽  
Content Review

Advances in information technology and digital-based economy expand the potential for entrepreneurship. Market segmentation becomes more extensive due to an online marketplace to sell goods and services. Online marketplace company needs an edge to compete with other similar businesses. Nyayur uses various marketing strategies to be able to compete. This study aimed to determine the influence of social media marketing, review content, and e-service quality on buying interest among users of Nyayur in Salatiga. The data is collected using purposive sampling techniques with questionnaires distributed directly to fifty users of Nyayur. The data obtained were processed using IBM SPSS statistics 25. The results showed that social media marketing, e-service quality, and content review do not influence purchase intention. This research can be an additional consideration for Nyayur.com in improving the quality of its operations, where this research provides factual evidence from consumers regarding their perception of Nyayur.com. So that this research can be used as material for monitoring and evaluation (Monev) of e-commerce platforms to improve the quality and professionalism of work, especially for Nyayur. com. Services using social media promotions can update their marketing strategy, considering that most users are housewives who do not actively use social media in the form of platforms. E-service quality can provide product consulting services for fruit and vegetables via calls or Whatsapp. Reviewing content on nyanyur.com is essential to support the progress of its performance. Consumers who provide the best reviews can be rewarded to help the nyayur.com application in the future.

scholarly journals SOCIAL MEDIA AND DEVELOPMENT OF SMALL ENTERPRISES IN THE REPUBLIC OF MACEDONIA

2019 ◽  
Vol 30 (1) ◽  
pp. 203-208
Author(s):  
Mariјa Magdicheva-Shopova ◽  
Snezana Ristevska – Jovanovska ◽  
Snezana Bardarova
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Business Environment ◽  
Point Of View ◽  
Customer Relationships ◽  
Small Enterprises ◽  
Republic Of Macedonia ◽  
Marketing Tool ◽  
The Republic ◽  
Use Of Social Media

The pronounced globalization changes and the high degree of digitization are everyday in the modern work that cause changes in the operation of enterprises, regardless of the size and type of activity it performs. In this regard, the Internet as an informative medium is a part of everyday life, and the adoption of a certain decision for the future business activity is related to the consideration of various social media Social media is a powerful communication medium, but also a tool for sharing information about the business. Through social media, businesses have the opportunity to follow the latest trends, opportunities and analysis and actively participate in the business environment where customers are present and interconnected. Social networking is part of the day-to-day operation of enterprises. Small businesses are increasingly using social media as a marketing tool to improve customer relationships. From the content point of view, the paper will explain the characteristics of social media, the differences between traditional and social media as marketing tools and the factors that contribute to the increased use of social media in everyday work. The subject of this paper's research is focused on perceiving the importance and influence of social media on the development of small enterprises in the Republic of Macedonia. For this purpose, practical research has been conducted. The conducted analysis of the environment and the results of the conducted research confirm the established hypotheses that social media represent a real need for all enterprises and entrepreneurs need education to gain knowledge about the opportunities offered by social media. On the basis of the obtained results from the conducted research will be given suggestions and directions in order to efficiently exploit the possibilities of social media and improve the performance of enterprises in order to adjust the contemporary processes.

Financing needs of micro-enterprises along their evolution

2020 ◽  
Vol 36 (2) ◽  
pp. 263-284
Author(s):  
Ruslan Prijadi ◽  
Permata Wulandari ◽  
Putri Mega Desiana ◽  
Fajar Ayu Pinagara ◽  
Maya Novita
Keyword(s):  
Small Businesses ◽  
Development Stage ◽  
Business Owners ◽  
Capital City ◽  
Small Enterprises ◽  
Formal Institutions ◽  
Content Type ◽  
Structural Problems ◽  
Micro And Small Enterprises ◽  
Micro Enterprises

Purpose The purpose of this paper aims to investigate micro enterprises financing in Indonesia and examines how this financing differs, depending on the enterprise’s development stage. This research also identifies some structural problems related to micro-financing and provides workable solutions. Design/methodology/approach This research uses the entrepreneurial network model of Schutjens and Stam (2003) to examine how Indonesian micro and small enterprises (MSEs) evolve even before they become regular small businesses. Content analysis is used on 10 micro-enterprises from Jakarta, the capital city of Indonesia and its surroundings. Financing issues at each stage of enterprise development are identified and deeply examined. Findings This research not only confirms the significant financing problems micro-enterprises face but also clarifies that these problems are unique to each stage of the MSEs’ development. One insight is that most micro-enterprises do not use funding from formal institutions. That is, business owners rely more on funding from non-formal institutions. This is because these enterprises’ managers generally cannot prepare loans application and/or they are lack of knowledge/training on financing matters. They hesitate to borrow from formal financial institutions, as the rates are high but the processing time is longer than those of the loan sharks. Originality/value This research contributes to the field of entrepreneurial finance by identifying the structural problems inherent in micro-finance and providing workable solutions for overcoming these problems.

The Adoption of Social Media Marketing by Home-based Businesses in Saudi Arabia

2021 ◽  
Vol 5 (3) ◽  
pp. 252-263
Author(s):  
Amna Ali Alharthi ◽  
Ghada Talat Alhothali
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
User Behavior ◽  
Business Owners ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Intention To Use ◽  
Business Sector ◽  
Home Based ◽  
Media Applications

Social media applications have revolutionized doing business and attracted the attention of practitioners, scholars, and policymakers. Social media applications offer business owners plenty of benefits as it enables businesses to get exposed, gain competitive advantage, and communicate with customers. However, limited studies have considered measuring the adoption of social media marketing by micro-businesses, such as home-based businesses. This research examines social media adoption by home-based companies in Saudi Arabia using the Technology Acceptance Model (TAM). A self-administered online questionnaire is utilized to collect data. A total of 188 home-based business owners completed the questionnaires. Structural equation modeling using SPSS, Amos is utilized for data analysis. The findings show that perceived usefulness and social influence positively impact the Intention to use social media marketing. Ease of use positively influences perceived usefulness. Further, the Intention to use has a subsequent impact on user behavior. The study has implications for policy, decision-makers, and the General authority of SMEs (Monsha’at) in Saudi Arabia. The research results show that social influence is a significant positive predictor of social media marketing usage. Besides, the Intention to use social media marketing has a statistically positive impact on user behavior. The study validates the TAM model in a rarely studied context due to its invisible nature. The authors also describe a profile of HBBs owners in Saudi Arabia by explaining their demographic and behavioral characteristics regarding owners’ gender, age and education, and prior experience. This paper contributes original empirical evidence on the adoption of social media marketing by the HBBs in Saudi Arabia. Given the lack of previous studies on this micro-business sector in general and Saudi Arabia, these findings are essential. The present study demonstrates several managerial implications. First of all, policymakers should consider this micro-business sector when developing policies and strategies to provide support and support. The government should establish an electronic platform that connects all business owners.

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