مرکز منطقه ای اطلاع رساني علوم و فناوري - THE ROLE OF SMEs’ SOCIAL MEDIA ADAPTATION IN THEIR PROMOTION DECISONS: AN EMPRICAL STUDY ON EGE IHRACATCILAR BIRLIGI MEMBERS

Abstract :

Competitive marketplace requires differentiation; not only for big companies but also for small and medium size companies. One of the strongest way to have a competitive advantage is to create interactive communications with potential customers. At this point, social media creates new opportunities for companies. Social media networks are important channels for brand recognition among potential customers; this is important because it simultaneously makes companies easier and more accessible for new customers. Also it makes them more familiar and recognizable for existing customers. These channels may be more useful for SME’s; because they lack financial resources for their promotion activities. They can share their ideas about the brand and their company; so that the brand recognition and sales may increase. Because of these reasons we chose social media; and its importance for SMEs, At this account we searched SMEs social media usage patterns in their business activities. But it is difficult to find developed literature about the Facebook adaptation of SME’s, especially the literature was too narrow. So the purpose of this study is to research the level of social media usage of the SME’s, thus, provide suggestions for not only the academic literature but also companies who are members of Ege Ihracatcilar Birligi (EIB). EIB was chosen as a population and the sample surveyed was created from this population. The research was conducted to EIB members. The findings revealed that firm innovativeness are positively related to the adoption of social media tools