Authors: Walid A. Nakara; Fatim-Zohra Benmoussa; Annabelle Jaouen
Addresses: Groupe Sup de Co Montpellier Business School, Montpellier Research in Management, 2300 avenue des Moulins, Montpellier, 34185, France. ' Center of Management Research, University of Toulouse 1-Capitole, 2 Doyen Gabriel Marty Street, Toulouse Cedex 9, 31042, France. ' Groupe Sup de Co Montpellier Business School, Montpellier Research in Management, 2300 avenue des Moulins, Montpellier, 34185, France
Abstract: The purpose of this paper is to analyse the social media marketing practices of SMEs. Social networks are profoundly transforming the way customers use the web and thus challenging SME business practices. Although the social media provide affordable channels for marketing and are thus appropriate tools for firms with limited resources, some SMEs and entrepreneurs still question their credibility and sustainability. Based on seven semi-structured interviews with web marketing consultants, an online survey with 104 owner-managers of tourism SMEs, and a netnographic study, this research analyses the place of social media in SMEs. It describes their practices, shows that SMEs underuse these tools, and proposes some managerial recommendations to small business owner-managers.
Keywords: social media marketing; small and medium-sized enterprises; SMEs; marketing practices; entrepreneurship; France; small business; social networks.
International Journal of Entrepreneurship and Small Business, 2012 Vol.16 No.4, pp.386 - 405
Published online: 05 Jul 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article