Social Media Marketing Practices for SMEs in Pakistan: A Qualitative Study
Abstract/Description
The usage of social media marketing by SMEs in Pakistan posits the question of how effective it is as a marketing tool.A research gap was identified, that social media marketing company’s perspective is absent in the literature.Therefore a qualitative study is conducted on the expert viewpoint of social media marketers to understand the social media marketing practices. Themes were evolved by using NVivo, social media marketing efforts (entertainment, interaction, trendiness, customization, and EWOM) brand awareness, brand image, and customer response translated into ROI, social media literacy and internet culture. The study explores the social media marketing practices and its implications for the startups and SMEs.
Track
Marketing
Session Number/Theme
Session 2A: Marketing
Session Chair
Dr. Nida Aslam Khan ; Dr. Ubaidullah Khoso
Start Date/Time
27-5-2023 11:30 AM
End Date/Time
27-5-2023 1:30 PM
Location
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
Recommended Citation
Zaidi, E. (2023). Social Media Marketing Practices for SMEs in Pakistan: A Qualitative Study. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2023/program/20
COinS
Social Media Marketing Practices for SMEs in Pakistan: A Qualitative Study
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
The usage of social media marketing by SMEs in Pakistan posits the question of how effective it is as a marketing tool.A research gap was identified, that social media marketing company’s perspective is absent in the literature.Therefore a qualitative study is conducted on the expert viewpoint of social media marketers to understand the social media marketing practices. Themes were evolved by using NVivo, social media marketing efforts (entertainment, interaction, trendiness, customization, and EWOM) brand awareness, brand image, and customer response translated into ROI, social media literacy and internet culture. The study explores the social media marketing practices and its implications for the startups and SMEs.
