Social media practices in SME marketing activities: a theoretical framework and research agenda

Iva Atanassova, Lillian Clark

Research output: Contribution to journalArticlepeer-review

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Abstract

This paper describes the importance of understanding the social media practices of small and medium-sized enterprises in the context of their marketing activities development. By bringing together literature on SME marketing, social media and dynamic capabilities, the authors argue that SMEs develop, change and evolve their marketing activities by acquiring market intelligence through social media use. This article examines literature, and proposes a conceptual model to guide research in exploring these activities. The proposed model can also assist SMEs in developing and refining their offline and online marketing practices.
Original languageEnglish
Pages (from-to)163-183
JournalJournal of Customer Behavior
Volume14
Issue number2
DOIs
Publication statusPublished - 1 Jun 2015

Keywords

  • WNU
  • SME marketing
  • social media
  • dynamic capabilities

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