Affiliation:
1. University of Granada, Spain
Abstract
The objective of this chapter is to analyze how Southern Spanish companies in the dentistry sector employ Web 2.0 tools available to them and to analyze the availability of multilingual information in their corporate websites. To this purpose, the results of several studies have been gathered in this chapter. These studies considered criteria such as having or not a corporate website and social networks, the translation or not of the website content, and number of languages available, among others. Results show that a significant amount of the analyzed SMEs do not have a website or social networks. In addition, those having a website do not, generally, translate its content, which limits international customer acquisition and the opening to international markets. Concerning social networks, SMEs, which do have social media, generally have small communities, and they do not post frequently, which limit the implementation of digital marketing strategies.
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