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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: An Investigation of SMEs’ Perspective on Social Media Promotion Effect through the Correspondence Analysis
Author(s): Elif Bulut, Evrim Erdogan, Melek Sardag Karabulut
Volume: 8
Number: 3
Year: 2017
Page: 591-610
ISSN: 1309-2448
DOI Number: 10.20409/berj.2017.68
Abstract
Establishing relationship with customers and creating value for customers are the roles of social media which have been recognized by all businesses recently. Nowadays social media has been seen as an opportunity for SME’s which can’t develop because of the lack of capital, human resources, marketing knowledge and technology etc. This study explores SMEs’ perspective on social media promotion effect with using correspondence analysis. The survey was carried out on 400 SMEs which operate in Sinop. The findings showed that SMEs have not fully utilized the importance of the social media as a marketing tool yet. Also, according to their descriptive characteristics, they have different perspectives on social media promotion effect.

Keywords: Social Media, Social Media Marketing, SME, Correspondence Analysis

JEL Classification: M31, C38

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