| 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 |
|
