| Project Title: | The Impact of Social Media Marketing Strategies on Promoting SMEs Sustainability |
| Author: | Miss Warinjinya Niamkham |
| Advisor: | Dr. Tanakorn Limsarun |
| Degree: | Master of Business Administration (International Program) |
| Major: | Marketing Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 |
Citation
Niamkham, Warinjinya. (2022). The impact of social media marketing strategies on promoting SMEs sustainability (Master’s independent study). Bangkok: Siam University.
Abstract
The primary advantage of social media is the establishment of an online presence on various platforms, facilitating the engagement of small and medium-sized enterprises (SMEs) with a broader geographical audience and potential customers. The significance of social media and marketing strategies in SMEs cannot be overstated, as they serve as invaluable communication channels and enable SMEs to gain a deeper understanding of their customer base. The effective utilization of social media platforms allows small and medium-sized enterprises (SMEs) to attract a vast number of new users while simultaneously maintaining direct communication with existing customers, thereby enhancing the brand experience and reputation on a daily basis. It is imperative for SMEs to recognize social networks as an indispensable tool for fostering growth. This research paper aims to enhance comprehension of the factors that influence the sustainability of SMEs. The conceptual approach employed in this paper relies on a thorough literature review and the analysis of secondary data from reputable sources such as articles, online websites, news publications, journals, and books. The challenges faced by SMEs encompass difficulties in accessing financing, a deficiency in information infrastructure tailored to SMEs, inadequate utilization of information technology, the ramifications of the Covid-19 pandemic, a scarcity of content on social media platforms, issues related to strategy execution, and the need for effective business differentiation. The findings reveal that the sustainability of SMEs is closely tied to their social media and marketing strategies, encompassing elements such as content marketing, live streaming, search engine optimization, word-of-mouth marketing, customer satisfaction, customer engagement, customer services, technology integration, and innovation.
Keywords: social medias, marketing strategies, sustainability.
The Impact of Social Media Marketing Strategies on Promoting SMEs Sustainability
Master of Business Administration (International Program), Siam University, Bangkok, Thailand