FACTORS AFFECTING THE ADOPTION OF SOCIAL MEDIA MARKETING IN SMALL AND MEDIUM-SIZED BUSINESSES.

Abstract

Social Media Marketing is an effective marketing tool that can enhance marketing in Small and Medium-sized businesses (SMEs). Businesses are different in their adaption of new methods, such as social media. The purpose of the paper is to summarize the mentioned factors in the literature that drive social media marketing adoption in SMEs. The paper found that SMEs need more equipped staff. Therefore, studies highly recommended that SMEs design training to transfer the needed skills. Then, to build positive thoughts, companies must increase the interactions between top management, social media, and technology experts. Another factor is the perceived advantages of social media marketing as the lower costs and a broader market. Sometimes SMEs need to gain trust in new technologies due to their fast-moving feature. Therefore, SMEs need to collaborate to mitigate technology constraints. Moreover, stakeholders are essential factors. SMEs need to review their competitors' and suppliers' strategies and consider the preferred platforms by the customers. To adopt social media marketing, SMEs need to make the necessary investment. Studies suggest designating a percentage of the revenue to enhance the online presence. Finally, external factors and industry, such as the need to understand SMEs' needs and type of industry, are essential.