SMEs - social media marketing performance
by Hilary Berger; Christopher Thomas
International Journal of Web Engineering and Technology (IJWET), Vol. 11, No. 3, 2016

Abstract: In today's hyper-connected globalised world, social media and online customer interactions are changing the way companies do business from the outside in. Our investigation concerns the monitoring of social media performance within SMEs and more particularly within Wales. The continuous expansion of social media (marketing) and the concomitant growth of innovative new platforms have driven businesses to embrace new strategies presenting new challenges for current (and future) practice. This has led to a sustained need for organisations to engage in performance monitoring of social media. However, we found that in practice the timing of implementation of social media marketing into an SME is not the most important factor but that focus is concentrated on the perceived costs and time elements involved. Thus, for SMEs performance monitoring is not always an automatic consideration.

Online publication date: Fri, 09-Sep-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Engineering and Technology (IJWET):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com