| dc.description.abstract | The objective of this research was to examine social networking sites (SNSs) as a
marketing tool with evidence from County Donegal. This will then help establish how
valuable SNSs are for marketing by small medium enterprises (SMEs). By analysing
certain literature, it was clear that no handbook currently exists to help SMEs handle
their social media presence. It was evident from the literature that start-up businesses
tend to choose social media networks that they engage in without much strategy. This
research aims to be useful to SMEs within Donegal and throughout Ireland in regards to
using social networking as a marketing tool.
Secondary research consisted of a literature review examining SNSs, their use by
SMEs, the behaviour of consumers and the management of brands. Primary research
was conducted in two phases. Phase one involved 160 surveys distributed online to
users of the SNS Facebook. Phase two involved conducting four semi-structured
interviews with SME owner/managers located in Donegal in the sectors of retail and
travel/hospitality.
The study found that SNSs are a highly effective marketing tool for SMEs and are a
cost-effective way for companies to pull in new business from customers. SNSs are
influentially powerful platforms that allow SMEs to see who their customers are,
resulting in sales and overall profit for business | en |
