Social Media Communication in the Artisan Economy

2016 ◽  
Vol 7 (3) ◽  
pp. 32-41 ◽  
Author(s):  
Angela Au ◽  
Peter J. Anthony
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Small Firms ◽  
Cost Effective ◽  
The United States ◽  
Customer Relationships ◽  
Small Business Owners ◽  
Communication Tool ◽  
Home Based ◽  
Communication Option

Social media is a viable marketing and communication option for small businesses as it is cost-effective and easy to use. This study explores how small business owners in the artisan economy utilize social media to communicate with their customers. Artisan small businesses share similarities with small firms in other sectors, but they face unique challenges. Five artisan owners in the United States participated in semistructured interviews answering questions relating to marketing and communication. Artisan owners work in home-based businesses and rarely interact with customers in-person. Social media is a primary communication tool. Facebook, Twitter, and Instagram are sites artisan owners utilize to connect with existing and previous customers. Social media is helpful in maintaining customer relationships as well as reaching out to potential clients. When customers interact with artisan owners on social media such as liking and sharing posts, word-of-mouth marketing is created. Social media might help artisan owners increase customer loyalty and sales.

Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

Sovereign Entrepreneurs

2019 ◽  
Author(s):  
Courtney Lewis
Keyword(s):  
United States ◽  
Small Businesses ◽  
The United States ◽  
Ethnographic Study ◽  
Small Business Owners ◽  
The Great Recession ◽  
Casino Gaming ◽  
Indigenous Nations ◽  
Eastern Band ◽  
History Of

By 2009, reverberations of economic crisis spread from the United States around the globe. As corporations across the United States folded, however, small businesses on the Qualla Boundary of the Eastern Band of Cherokee Indians (EBCI) continued to thrive. In this rich ethnographic study, Courtney Lewis reveals the critical roles small businesses such as these play for Indigenous nations. The EBCI has an especially long history of incorporated, citizen-owned businesses located on their lands. When many people think of Indigenous-owned businesses, they stop with prominent casino gaming operations or natural-resource intensive enterprises. But on the Qualla Boundary today, Indigenous entrepreneurship and economic independence extends to art galleries, restaurants, a bookstore, a funeral parlor, and more. Lewis’s fieldwork followed these businesses through the Great Recession and against the backdrop of a rapidly expanding EBCI-owned casino. Lewis's keen observations reveal how Eastern Band small business owners have contributed to an economic sovereignty that empowers and sustains their nation both culturally and politically.

Accounting and Marketing—Key Small Business Problems

1983 ◽  
Vol 7 (4) ◽  
pp. 19-26 ◽  
Author(s):  
Henry Wichmann
Keyword(s):  
United States ◽  
Small Business ◽  
Small Businesses ◽  
Small Firms ◽  
The United States ◽  
Business Administration ◽  
Small Business Administration ◽  
Business Failure ◽  
Business Managers

The Small Business Administration (SBA) estimates that small businesses represent 97 percent of all businesses in the United States [5, p. 1]. The SBA defines a small business as “one that is not dominate in its field.” While the ma and pa shops fall within this definition, much larger firms are considered small under SBA criteria. The owner-managers of these small firms face unique problems—success or failure is keyed to solving these problems. Each year in the United States, some 500,000 new businesses start and 400,000 businesses discontinue operations [1, p. 47]. These discontinuances are not all due to business failure (a bankrupt firm). Some small firms are merged with larger companies, while the spark of life leaves other small firms because the owner retires without a son or daughter to take over the reins of leadership. The purpose of this article is to aid small business managers by (1) reviewing the process of beginning a business, (2) identifying some of the attributes that characterize a successful or unsuccessful small business, and (3) discussing small firms’ problems common to the frontier states of Alaska and Wyoming.

scholarly journals Impact of Social Media Applications on Small Business Entrepreneurs

2016 ◽  
Vol 02 ◽  
pp. 1 ◽  
Author(s):  
Malik Shahzad Shabbir ◽  
Muhammad Saarim Ghazi ◽  
Atta Rasool Mehmood ◽  
◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Small Business ◽  
Literature Review ◽  
Small Businesses ◽  
Positive Impact ◽  
Business Owners ◽  
Small Business Owners ◽  
Social Media Platforms ◽  
Media Applications ◽  
The Impact

The main objective of this paper is to investigate the impact of social media applications on small business entrepreneurs. It also examines how small business owners are motivated to use social media applications. Social media has completely transformed the way businesses are done. Social media applications in the present time have become the most efficient and effective tool for small business entrepreneurs, and normally all small businesses use social media platforms for the advertising and publicity of their products and services. They make fan pages for their followers, and they warmly welcome their suggestions and opinions, which help in improving their businesses. However, based on literature review, we conclude that there is a positive impact of social media applications on small business entrepreneurs as well as they are highly motivated to use these platforms.

scholarly journals Factors Influencing HEIs to Adopt Social Media as a Marketing Communication Tool

2021 ◽  
Vol 3 (3) ◽  
pp. 132-154
Author(s):  
Muhammad Awais Mehmood ◽  
Qaiser Janjua ◽  
Muhammad Akram ◽  
Syed Harris Laeeque ◽  
Faisal Aftab
Keyword(s):  
Social Media ◽  
Environmental Changes ◽  
Cost Effective ◽  
External Factors ◽  
Relationship Building ◽  
Marketing Communication ◽  
Communication Tool ◽  
Internal Factors ◽  
Factors Influencing ◽  
Internal And External Factors

This research aims to identify the factors influencing Higher Education Institutes (HEIs) to adopt Social Media (SM) for marketing communication. The research was conducted through a qualitative study by interviewing SM managers of selected Pakistani HEIs. Data was analyzed using NVivo 11 to identify emerging themes. The findings revealed several internal and external factors encouraging HEIs to adopt SM marketing. Internal factors reflected the internal dynamics or beliefs within the HEIs that encouraged them to use SM for their marketing communication, whereas external factors were environmental changes, not in direct control of HEIs, but believed to contribute towards their decision to use SM. The internal factors included the belief of applicants, increased interest of senior management towards SM, perception of cost-effective promotional tool, induction of young staff, perception of SM as a modern communication tool and move towards paperless communication. The external factors included SM preference as a mode of communication, declining value of traditional marketing communication tools, E-Life inclination, presence of competitors & unofficial SM accounts of HEIs and their self-driven nature. This study draws focus towards the underlying intentions of HEIs for their SM presence and compares these motivations with other organizations. This has enabled filling in the gaps in the literature regarding the roots of SM marketing in the context of HEIs. From a practical perspective, the findings of this study will enable HEIs to compare their SM motives with other industries. A major difference found was the absence of motivation on the part of HEIs to use SM. This is in contradiction to other industries that put relationship building with customers as one of the primary motives to use SM.

scholarly journals SOCIAL MEDIA AND DEVELOPMENT OF SMALL ENTERPRISES IN THE REPUBLIC OF MACEDONIA

2019 ◽  
Vol 30 (1) ◽  
pp. 203-208
Author(s):  
Mariјa Magdicheva-Shopova ◽  
Snezana Ristevska – Jovanovska ◽  
Snezana Bardarova
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Business Environment ◽  
Point Of View ◽  
Customer Relationships ◽  
Small Enterprises ◽  
Republic Of Macedonia ◽  
Marketing Tool ◽  
The Republic ◽  
Use Of Social Media

The pronounced globalization changes and the high degree of digitization are everyday in the modern work that cause changes in the operation of enterprises, regardless of the size and type of activity it performs. In this regard, the Internet as an informative medium is a part of everyday life, and the adoption of a certain decision for the future business activity is related to the consideration of various social media Social media is a powerful communication medium, but also a tool for sharing information about the business. Through social media, businesses have the opportunity to follow the latest trends, opportunities and analysis and actively participate in the business environment where customers are present and interconnected. Social networking is part of the day-to-day operation of enterprises. Small businesses are increasingly using social media as a marketing tool to improve customer relationships. From the content point of view, the paper will explain the characteristics of social media, the differences between traditional and social media as marketing tools and the factors that contribute to the increased use of social media in everyday work. The subject of this paper's research is focused on perceiving the importance and influence of social media on the development of small enterprises in the Republic of Macedonia. For this purpose, practical research has been conducted. The conducted analysis of the environment and the results of the conducted research confirm the established hypotheses that social media represent a real need for all enterprises and entrepreneurs need education to gain knowledge about the opportunities offered by social media. On the basis of the obtained results from the conducted research will be given suggestions and directions in order to efficiently exploit the possibilities of social media and improve the performance of enterprises in order to adjust the contemporary processes.

Social Customer Relationship Management (SCRM)

2017 ◽  
pp. 45-58 ◽  
Author(s):  
Ameen Al-Azzam ◽  
Rawan T. Khasawneh
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Customer Management ◽  
Communication Tool ◽  
Information And Communication ◽  
Future Work

The organizations reach to their objectives by adopting an effective customer management strategy. Today, organizations have become aware that to reach their objectives its must focus on customer relationships, engagement and retention, not only to increase their market share. The development of information and communication technology (ICT) and in particular social networks enables an important communication tool with customer. Improving customer relationship by using social network is called social customer relationship management (SCRM). SCRM focused on establishing new channels with customers for better understanding of customers needs and build a long-term relationship with them. This chapter explores social customer relationship management and its general concepts including social media and customer relationship management. Also, it reviews the context of SCRM that aims to enhance customer relationship and make customers much more engaged. Conclusions and proposed future work are stated at the end.

scholarly journals Orthodontic marketing through social media networks: The patient and practitioner's perspective

2015 ◽  
Vol 85 (6) ◽  
pp. 1035-1041 ◽  
Author(s):  
Kristin L. Nelson ◽  
Bhavna Shroff ◽  
Al M. Best ◽  
Steven J. Lindauer
Keyword(s):  
Social Media ◽  
American Association ◽  
The United States ◽  
Marketing Strategies ◽  
Communication Tool ◽  
Social Media Networks ◽  
Adult Participants ◽  
The Social ◽  
Media Platform ◽  
Use Of Social Media

ABSTRACT Objective:  To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Materials and Methods:  A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Results:  Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Conclusions:  Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

IT readiness in small firms

2013 ◽  
Vol 20 (4) ◽  
pp. 807-823 ◽  
Author(s):  
Riccardo Spinelli ◽  
Romano Dyerson ◽  
G. Harindranath
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Small Firms ◽  
Business Owners ◽  
Small Business Owners ◽  
It Adoption ◽  
Content Type ◽  
Management Capability ◽  
And Cluster Analysis ◽  
It Application

Purpose – The aim of the paper is to explore conceptually and empirically the application of the concept of IT readiness to small firms. Design/methodology/approach – The approach taken was a questionnaire administered to small manufacturing business owners in the Liguria region of Italy. Data were analysed using factor and cluster analysis. Findings – IT readiness concept appears valid with the emergence of three constructs: strategic vision; project management capability; and IT application infrastructure. The date analysis yielded four distinctive and varying profiles of small business owners. Research limitations/implications – This quantitative study exploring a cross section of small firms suggests antecedents to change have been ignored relative to IT adoption decisions. Practical implications – Provision of policy and support services requires a much more nuanced approach to small businesses. Originality/value – There are very few studies of IT readiness in the literature, making the paper original in its intent. The construction of the IT readiness concept appears robust when subjected to empirical testing and yields a number of specific small business profiles with respect to IT.

scholarly journals Mining for Social Media: Usage Patterns of Small Businesses

2017 ◽  
Vol 8 (1) ◽  
pp. 43-50 ◽  
Author(s):  
Shilpa Balan ◽  
Janhavi Rege
Keyword(s):  
Data Mining ◽  
Social Media ◽  
Small Businesses ◽  
Small Firms ◽  
Background Information ◽  
Future Research ◽  
Media Usage ◽  
Business Goals ◽  
Usage Patterns ◽  
The Impact

AbstractBackground: Information can now be rapidly exchanged due to social media. Due to its openness, Twitter has generated massive amounts of data. In this paper, we apply data mining and analytics to extract the usage patterns of social media by small businesses. Objectives: The aim of this paper is to describe with an example how data mining can be applied to social media. This paper further examines the impact of social media on small businesses. The Twitter posts related to small businesses are analyzed in detail. Methods/Approach: The patterns of social media usage by small businesses are observed using IBM Watson Analytics. In this paper, we particularly analyze tweets on Twitter for the hashtag #smallbusiness. Results: It is found that the number of females posting topics related to small business on Twitter is greater than the number of males. It is also found that the number of negative posts in Twitter is relatively low. Conclusions: Small firms are beginning to understand the importance of social media to realize their business goals. For future research, further analysis can be performed on the date and time the tweets were posted.

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