An integrated social network marketing metric for business-to-business SMEs

Rakshit, Sandip; Islam, Nazrul; Paul, Tripti

doi:10.1016/j.jbusres.2022.06.006

Cited by 28 publications

(32 citation statements)

References 79 publications

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“…This finding concurs with earlier studies of SMEs’ use of social media (McCann and Barlow, 2015). Similar results were also reported in the context of the business-to-business SMEs (Rakshit et al , 2022).…”

Section: Discussionsupporting

confidence: 88%

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Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

Saiyed,

Shaikh,

Gupta

2023

JRME

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Purpose The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India. Design/methodology/approach This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons. Findings This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies. Research limitations/implications This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses. Originality/value This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

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Section: Discussionsupporting

confidence: 88%

“…This finding concurs with earlier studies of SMEs' use of social media (McCann and Barlow, 2015). Similar results were also reported in the context of the business-to-business SMEs (Rakshit et al, 2022). This study's findings suggest that craft-based microenterprises should strengthen their marketing strategy to enhance business performance.…”

Section: Productsupporting

confidence: 92%

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

Saiyed,

Shaikh,

Gupta

2023

JRME

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“…Penjualan yang hanya menunggu dan memasok pada tokotoko tertentu saja. Hal ini tentu saja berdampak pada stagnannya pendapatan Kembang Turi (Rakshit, Islam, Mondal, & Paul, 2022). Dampak lainnya yaitu tenaga kerja menjadi tidak semangat melakukan produksi karena upah yang kecil ( Rusly, Talib, & Salleh, 2017;Atiyatna, Bashir, & Hamidi, 2021).…”

Section: Gambar 1 Rumah Produksi Mitraunclassified

Peningkatan Penjualan melalui Pelatihan Strategi Pengembangan Bauran Pemasaran

Rahmawati

Pratiwi²,

Lestary³

et al. 2023

begawi

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UMKM menjadi salah satu motor penggerak ekonomi di Indonesia. Namun demikian, UMKM masih berkutat pada lingkaran masalah dan kendalanya. Tidak hanya pada proses produksi melalui akses permodalan dan bahan baku, proses mengenalkan dan memasarkan produk menjadi permalahan tersendiri. UMKM Kembang Turi juga mengalami permasalahan serupa sejak mendirikan usahanya. Memasarkan produknya tidak hanya sampai produk terjual saja, bagaimana produk memiliki umur yang panjang di masyarakat menjadi tantangan bagi Kembang Turi. Kegiatan pelatihan dan pendampingan tentang bauran pemasaran menjadi solusi yang ditawarkan Tim Kegiatan. Melalui peningkatan pemahaman dan pengetahuan pada aspek pemasaran, dapat meningkatkan nilai jual produk. Hasil kegiatan menunjukkan bahwa Mitra memiliki peningkatan pemahaman pada konsep bauran pemasaran. Mitra juga mampu mengolah dan mengembangkan strategi pasar produknya. Mitra berharap kegiatan dapat berlangsung secara kontinyu.

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“…Rakshit et al [13], argue that social networks can be used by companies as a way of advertising, employee communication, or as an intermediary between a company and a customer or potential customer.…”

Section: Literature Researchmentioning

confidence: 99%

Using social networks in business

Kalinová

Kovaříková

2023

SHS Web Conf.

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Social media platforms and channels are being increasingly used nowadays, influencing almost all types of businesses. Social media are mainly used as a source of information and means of dissemination of knowledge that may change the opinions of people. They can be considered very important business marketing strategies since they participate significantly in creating new business opportunities, building a stronger position in the market, or in the transformation of consumer behaviour. The main goal of the paper is to determine which social networks are most commonly used in business and their purpose. To achieve the goal, the method of questionnaire survey was used, in which a total of 237 respondents participated. The results of the survey show that business entities mostly use Instagram in their business activities, mainly for promoting their company, which was followed by Facebook, through which they sell their products or attract new employees. In addition, companies also use social networks as a communication channel with employees or customers.

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An integrated social network marketing metric for business-to-business SMEs

Cited by 28 publications

References 79 publications

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

Peningkatan Penjualan melalui Pelatihan Strategi Pengembangan Bauran Pemasaran

Using social networks in business

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