THE USE OF SOCIAL MEDIA IN THE COMMUNICATION POLICY OF SMES IN THE COVID-19 CRISIS

Authors : Rebecca SPENNER, Patrick SİEGFRİED

Pages : 286-313

View : 22 | Download : 11

Publication Date : 2021-08-20

Article Type : Review Paper

Abstract :Abstract Purpose: The aim of the study is to find out how SMEs used Social Media during Corona and how customers received it, to determine what should be continued or avoided by SMEs in the future. Research Methodology: In this study, an interpretivist approach was adopted through problem-centered interviews with three SMEs. The second part of the study used an objectivist approach, where an online-based survey with a purpose sampling was conducted. The results were evaluated by means of thematic analysis. Results: The SMEs interviewed considered social media essential during Corona. This was due to limited resources and the feeling of being overwhelmed by the situation. For customers a social media presence is also considered indispensable, and that the followership is based on the desire for the latest information. However, it also became clear that the survey participants do not believe the information on social media and prefer information on the website or at the location itself. Limitations: No answers could be found about how the experts would answer sans or post corona . Furthermore, due to anonymisation efforts, it was not possible to clarify the attitude of the survey participants specifically to the individual SMEs. Contribution: Social Media for SMEs, Covid and SMEs, Customer relationship during Corona, Communication policy and SMEs, Customer preferences in social media
Keywords : Social Media, SME, SMEs, Covid 19, Pandemic, Communication