The forgotten sector: Uncovering the role of public relations in SMEs

Moss, Danny; Ashford, Ruth; Shani, Najani

doi:10.1108/13632540410807655

Cited by 17 publications

(13 citation statements)

References 14 publications

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“…Huang and Brown (1999) argue that the field of marketing is one of the problems typically faced by small businesses. This is caused by the inability of small businesses to appoint a marketing manager to implement marketing activities for their businesses (Berthon, Ewing, & Napoli, 2008;Moss, Ashford, & Shani, 2003;Gilmore et al, 2001).…”

Section: Background and Motivation Of Studymentioning

confidence: 99%

Strategic Use of Social Media for Small Business Based on the AIDA Model

Hassan

Nadzim

Shiratuddin

2015

Procedia - Social and Behavioral Sciences

182

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This study proposes a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown. The focus group discussion was used for data gathering involving twenty two small business entrepreneurs. The finding shows that the model can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.

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Section: Background and Motivation Of Studymentioning

confidence: 99%

Strategic Use of Social Media for Small Business Based on the AIDA Model

Hassan

Nadzim

Shiratuddin

2015

Procedia - Social and Behavioral Sciences

182

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“…This is due to the inability to employ a marketer to carry out marketing activities for the business (Berthon et al, 2008;Moss et al, 2003;Gilmore et al, 2001). Leppard & McDonald (as cited in Hill, 2001) stated that the ownermanager has a significant impact on every aspect of the SMEs marketing activities.…”

Section: Marketing Challenges Of Small Businessesmentioning

confidence: 99%

“…They will often decide which marketing strategies to use because the use of specialists is rare and they do not often have a marketing manager as an employee (Berthon, Ewing, & Napoli, 2008). Moss, Ashford, & Shani (2003) state that "Relatively little is known about SME marketing activities…" There exists a lack of knowledge about marketing activity in small businesses, suggesting that "such functional specialization may rarely exist" (Moss, Ashford, & Shani, 2003). According to Walsh and Lipinski (2009), marketing in SMEs is not as well developed or influential as it is in large firms.…”

Section: Marketing Challenges Of Small Businessesmentioning

confidence: 99%

Effect of Social Media Marketing on Small Scale Business Performance in Ota-Metropolis, Nigeria

Adegbuyi

Akinyele

2015

Int J Soc Sci Mgt

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The purpose of this study is to examine the effect of social media marketing on small scale business performance. In today's social media driven environment, it is essential that small businesses understand facebook, twitter, and the strategies behind using social media for growing their business. Unfortunately, many small businesses do not have a strategy when they begin using social media. The objectives of this study include the following: to determine how effective employee training about social media of small to medium enterprises has increase brand awareness, to examine how employee participation in SME's operation has increase sales, to identify how continuous improvement of SME's strategies has improve customer service, and to examine how managerial commitment of SME's has increase the implementation of social media campaigns. One hundred and fifty copies of questionnaire were administered to owner-managers and employees of selected SME's in Ota Metropolis of which one hundred and thirty five of the questionnaires were returned completely filled and fifteen were not returned. Four hypotheses were formulated from the structure of the research questions, ANOVA, Correlation and other statistical tools were used in testing these hypotheses. A descriptive approach is presented, followed by an in-depth structured questionnaire with the small business owners. The study reveals the different strategies the owner uses to build and maintain relationships with consumers and the study concludes with important implications for small businesses. Networking and creating relationships with other businesses, increases brand exposure. By promoting another business or their product, they may promote yours. Engaging others makes your business visible to their audience and has the potential to reach hundreds or thousands of consumers. Focusing more on relationships than sales, increases sales. Social media provides businesses the opportunity to engage their audience on many different levels, including personal. In the beginning, it is important for a business to focus on creating relationships with consumers. An owner can show interest in its audience by commenting on individual's posts or asking questions. Doing so also exposes the business to friends of fans and followers, increasing the business's reach.

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“…The hypotheses were tested on a sample of 642 mainly medium-sized enterprises in Switzerland. We deliberately focused our research on this 'forgotten sector', a terminology coined by Moss, Ashford and Shani (2003) for small and medium-sized enterprises (SMEs) in communication research. Since SMEs are considered the backbone of most economies and crucial for fostering competitiveness and employment (European Commission 2005), the secondary goal of the work we present here is to remedy the dearth of research on SMEs.…”

Section: Introductionmentioning

confidence: 99%