Social networking: how small organisations are using Facebook and Twitter in engaging customers Online publication date: Fri, 24-Mar-2017
by Marcos Komodromos
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 2, 2017
Abstract: Social networking sites, such as Facebook, Twitter, LinkedIn or Google+, allow organisations to create profiles and become active members, small organisations have started incorporating these strategies into their public relations strategy. For large organisations have used these sites to engage more with their consumers and strengthen their existing brands; however, little is known about how small organisations are taking advantage of the social networking popularity. This qualitative study examines 55 small organisations in Cyprus and Greece on how they use these social networking sites to advance their organisation's PR and marketing programs and increase engagement with their customers. The results highlight the importance of social networking as a platform to engage and connect with their consumers and their consideration as a social media management tool. Careful planning and research will greatly benefit small organisations as they attempt to develop social networking relationships and increase engagement with their customers.
Online publication date: Fri, 24-Mar-2017
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 Technology Marketing (IJTMKT):
Login with your Inderscience username and 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 email@example.com