Exploring the Key Factors of SME Social Media Marketing: Initial Findings and Reflections

Go-Eun Choi

Ulster University

Go-Eun Choi is a PhD researcher at the Ulster Business School, Ulster University. Prior to joining the Ulster University, she worked numerous years as a Marketing Executive in an SME, where she has developed and conducted successful marketing campaigns which she has subsequently evaluated with a view to improving the effectiveness and efficiency of future campaigns. Go-Eun’s PhD looks at social media implementation by SMEs, focusing on the effectiveness of social media as part of a marketing strategy. Go-Eun has particular expertise in the area of Digital Marketing and development and use of mechanisms for monitoring and evaluation of marketing activities.

Abstract

An increasing number of Small to Medium-Sized Enterprises (SMEs) are adopting social media as part of their marketing strategy (Sethna et al., 2013). The main advantage of utilising social media as part of an SME marketing... [ view full abstract ]

Authors

  1. Go-Eun Choi (Ulster University)
  2. Peter Bolan (Ulster University)
  3. Karise Hutchinson (Ulster University)
  4. Richard Mitchell (Ulster University)

Topic Area

E-Marketing & Digital Marketing Track: Click here for the E-Marketing & Digital Marketing

Session

PT8-EMDM1 » E-Marketing & Digital Marketing (10:00 - Tuesday, 7th July)

Paper

Exploring_the_Key_Factors_of_SME_Social_Media_Marketing-Initial_Findings_and_Reflections_ID_101_AOM_Final_Revision.pdf

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