SMEs and use of social media

Abstract

Social media tools have transformed business commerce. Small and medium-sized enterprises (SMEs) have increasingly been adopting social media as a way to contact their customers. It is important for SMEs to understand how social media works as a marketing tool, and how to gain customers for their business by using social media strategies. The purpose of this qualitative pilot study is to explore social media marketing strategies used by some SMEs for increasing customer engagement and to investigate the challenges that they face. Therefore, Data was collected via semi-structured interviews with four entrepreneurs in Qatar. The video interviews are used in order to identify the opportunities social media platforms provide for these SMEs in Qatar, while also identifying the challenges involved.

Date of Award	2020
Original language	American English
Awarding Institution	HBKU College of Humanities and Social Science