Factors influencing the use of social media by SMEs

Running head: FACEBOOK
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Name of the Student
Name of the University
Authors note

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Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors
influencing the use of social media by SMEs and its performance
outcomes. Industrial Management & Data Systems, 115(3), 570-588.
https://doi.org/10.1108/IMDS-07-2014-0205
Credible scholars have authored the article at the University of Malaya, Kuala Lumpur,
Malaysia. The research work is, therefore, reliable and relevant in addressing the proposed study.
The report portrays that there is a diet relationship between the adequate consumption of social
media platforms such as Facebook and business performance in terms of incomes and
profitability.
Small and medium enterprises (SMEs) remain the significant beneficiaries of social
media marking. The article examines the impact of Facebook usage on the performance of
SMEs. The material is, therefore, relevant in building background to the proposed study.
Dehghani & Tumer,(2015) and Hodis, Sriramachandramurthy, & Sashittal,(2015) agree with the
findings that marketing strategies via social media should be one that creates a buzz and build
emotions towards a given product. Unique product features, benefits, and sales discounts will go
a long way to offer value to SMEs.
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on
enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-
600. https://doi.org/10.1016/j.chb.2015.03.051
The article has been authored by renowned scholars in the field of marketing and public
relations. Dehghani serves as an associate lecturer at the Sapienza University in the public
relations department while Tumer is an assistant lecturer at the Eastern Mediterranean University

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in Cyprus. Together, they form a formidable force in presenting findings on the effectiveness of
Facebook as a business communication tool.
The article offers an invaluable resource to build on business communication research.
Facebook is one of the popular social media with over 1 billion followers as averred by Hodis,
Sriramachandramurthy & Sashittal,(2015). As such, the massive traffic on Facebook offers a
ready market that can be harnessed to build on a company’s customer base while increasing sales
volume. To create purchase intention, an attractive post with relevant messaging is of the essence
since the customer can quickly identify with it and make a purchase decision.
Herman, H. (2015). Marketing communication model in social network
Facebook. Information Management and Business Review, 7(4), 42-45.
https://doi.org/10.22610/imbr.v7i4.1161
Herman is a renowned tutor in marketing currently serving in the Department of Business
Administration at the University of Hangtauh. He has vast experience in digital marketing and
communication, which qualifies him to develop resources in marketing communication. His
research is costly and will help to support the proposed research on Facebook as a business
communication tool.
The article supports the bibliography topic because it presents a sound communication
model for Facebook communication. It qualifies Facebook as a cheap but effective marketing
medium for small and medium enterprises. The findings on low cost and ease of access for
Facebook have been supported by Morris, Choi, & Ju,(2016) and Taylor & Strutton,(2016). It is
apparent that despite the immense potential of Facebook as a communication tool, the majority
of SMEs are evidence of its benefit. Creating awareness, therefore, will increase the utilization of
Facebook as a marketing tool to boost business performance.

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Hodis, M. A., Sriramachandramurthy, R., & Sashittal, H. C. (2015). Interact with me on
my terms: A four segment Facebook engagement framework for
marketers. Journal of Marketing Management, 31(11-12), 1255-1284.
https://doi.org/10.1080/0267257X.2015.1012535
The article is credible for the research work on business communication because it has
been developed by renowned authors who have vast experience in public relations and
communication. For instance, the three authors Sashittal, Hodis & Sriramachandramurthy,
(2015), are assistant professors in marketing at the St. John Fisher College School of Business in
Rochester, New York.
The article illuminates the considerable potential that Facebook has in enhancing brand
visibility. Facebook has over 1 billion subscribers, which form a potential market for millions of
businesses.
The marketers should exploit the enormous potential by coming up with an
implementable strategy to develop content to tract their target customers. The article is consistent
with the findings of Su, Reynolds, & Sun,(2015), which asserts that sharing posts on discounts
and rewards are likely to have more reception than just general posts about products and
services. The article, therefore, offers an invaluable resource that will help build on the proposed
research on Facebook as a business communication tool.
Kumar, P., & Singh, G. (2020). Using Social Media and Digital Marketing Tools and
Techniques for Developing Brand Equity with Connected Consumers. In Handbook