Impact of Social Media Marketing on SMEs during Recession

This study examines the impact of social media marketing on small and medium-sized enterprises (SMEs) during recession. It analyzes the positive and negative impacts of social media marketing on SMEs, as well as its role in maintaining composure and enhancing goodwill. The study also explores the most efficient medium of digital marketing for SMEs.

DATA ANALYSIS
1

Theme 1: Are you familiar with the concept of digital marketing Specifically Social media
marketing?
Particular Number of respondent Percentage of respondent
Yes 46 92
No 4 8
Total 50 100
1
0
10
20
30
40
50
60
70
80
90 84
16
Yes
No
Interpretation: After understanding the variety of the information collected from different
respondent in the survey it has been clearly understand that there is good sort of understanding
among different organization in term of Social media marketing. As it has been understand that
out of 50 participant pool 46 were with the opinion of yes in the survey. On the same note 4
were against the same. This is very good sign as varieties of different information which will be
learnt from the survey will provide more appropriate answer and these survey will help in
getting good sort of the primary data so that on the basis of the same different sort of decision
can be made way easily in the survey by the scholar.
2

Theme 2: Out of all the option presented below which medium of Digital marketing is more
efficient in your thought?
Particular Number of respondent Percentage of respondent
Content marketing 8 16
Social Media marketing 36 72
Email Marketing 2 4
All of Above 4 8
Total 50 100
16
72
4 8
Content marketing
Social Media marketing
Email Marketing
All of Above
Interpretation: Social media marketing is one of the best Digital marketing medium
which can be used in the organization. This statement has been passed on by the scholar by
evaluating the primary data which has been collected in the survey. Collected data with the help
of the primary data collection method shows that out of the pool of 50 participants, 36 has gone
with the alternative of social media marketing in the survey. Other than that 8 participants has
gone with the alternative of Content marketing, 2 has selected or chosen the option of Email
marketing and remaining 4 participant has gone with the alternative of All of the Above. This is
well supported by the Author in the Literature review section as well. As author has highlighted
that social media marketing is one of the trending Digital marketing platforms in general.
3

Theme 3: In your point of view what is the best or main usage of Social media marketing in
market?
Particular Number of respondent Percentage of respondent
Optimum utilization of resources 36 72
Building brand awareness in market 8 16
Increases market share in market 3 6
All of above 3 6
Total 50 100
4

Optimum utilization of
resources
Building brand awareness
in market
Increases market share in
market
All of above
Interpretation: Collecting data as a part of primary data analysis purpose it
has been understand that Building brandawarness in the market is one of the prime
reason which generally used to drive all the organization to select social media
marketing in general. LR unit of report explain that social media marketing used to
open good sort of market in front of the company, this is one of the important
reason which used to assist the company in improving the level of brandawarness
in the market. Collected data in the survey shows that out of 50 individual pool 36
participant has gone with the option of building brand awareness, 8 participants
has selected the alternative of optimum utilization of resources, 3 each participant
or respondent has selected the alternative of Increase market share in market and
all of above option respectively.
Theme 4: Is social media used to play significant role in managing recession for the
organization?
Particular Number of respondent Percentage of respondent
Yes 42 84
No 8 16
Total 50 100
5

1
0
10
20
30
40
50
60
70
80
90 84
16
Yes
No
Interpretation : Social media platform is the best marketing platform which can be
adopted by the organization to manage the impact of recession at the workplace. As out of the
data which has been collected with the help of the primary data collection tool i.e. survey, it has
been identified that out of 50 individual pool 42 participant has gone with the alternative of yes
in the market, at the same time only 8 participant in the survey has gone with the option of no in
the survey. This is suggested or passes on by the author in the Literature review section of the
report as well. As author highlights that there are variety of different sort of the benefit which is
seen by the organization due to social media marketing in the organization. Hence from the
question it can be clearly understand that Social media platform is best platform at the time of
recession in the market.
Theme 4: What are the positive impacts which are brought by Social media marketing at the
time of the recession?
Particular Number of
respondent Percentage of respondent
Help in maintaining competition 38 76
Help in selecting the target market area 4 8
Help in improving working environment of company 3 6
All of above 5 10
Total 50 100
6

Optimum utilization
of resources Building brand
awareness in market Increases market
share in market All of above
0
10
20
30
40
50
60
70
80 76
8 6 10
Series1
Interpretation: When asked about the positive impact of social media at the time of
recession it was understood that social media marketing in the recession period used to help the
company in selecting the target customer base of the company in easier way. This significance
was also highlighted by the different author in the Literature review unit of the report as well.
Looking at the data collected it was analysed that out of 50 respondent pool, 38 participant has
gone with the option of the same, from the same it was understand that there is one sided
opinion of different individual in the survey. At the same time looking at different option
selection it was identified that 4 participant has gone with the alternative of help in maintaining
competition in the market, 3 participant has selected the alternative of help in improving the
working environment of the company in the long run. Remaining 5 participants has gone with
the alternative of all of the above option from different option available in front of the scholar to
be used in real.
Theme 5: Is Digital marketing help the company in maintaining composure of the company
even in the tough times like recession?
Particular Number of respondent Percentage of respondent
Yes 42 84
7

No 8 16
Total 50 100
1
0
10
20
30
40
50
60
70
80
90 84
16
Yes
No
Interpretation: Digital marketing can be define as a sole saver for different
organization in the tough time such as recession also. This statement has been
passed on by the scholar by seeing the result of the question which has been asked
by the scholar in the survey. As collected data with the help of the primary data
collection tool it has been identified that out of the pool of 50 participants in the
market it has been understand that 42 participant has gone with the alternation of
yes in the market. At the same time remaining 8 participants in the research has
gone with the other alternative in the research. So from the result it has been
clearly identified that digital marketing is very helpful in the time period of
recession in the market.
Theme 6: What are the negative impacts which are brought by Social media marketing at the
time of the recession?
Particular Number of respondent Percentage of respondent
Not guarantee result 40 80
Create uncertainty among employee 4 8
Information gather may be misleading 2 4
8

All of above 4 8
Total 50 100
80
8 4 8
Not guarantee result
Create uncertainty among
employee
Information gather may be
misleading
All of above
Interpretation: After going on the variety of the selection which has been
done by the different individual in the survey in regards of the same it has been
identified that social media marketing in the organization does not guarantee the
success for the organization. As it has been identified that almost 80 percent of the
respondent has selected the same as their prime alternative in the market. Other
than looking at the other analysis it has been identified that 4 participant in the
report has identified that they were in the favour of creating good sort of
uncertainty among the employee in the organization. 2 respondents in the research
has gone with the alternative of Information gather may be misleading. Remaining 4
participants in the survey was with the opinion of all of the above option in the survey.
Theme 7: In your thought which sort of the impact are seen by Small Scale organization due to
social media marketing?
Particular Number of respondent Percentage of respondent
9

Positive impact 42 84
Negative impact 8 16
Total 50 100
1
0
10
20
30
40
50
60
70
80
90 84
16
Positive impact
Negative impact
Interpretation: Positive impact is the what which is brought by the Social media marketing on
the performance of different SMEs in the market. It has been identified that out of the pool of 50
odd individual in general 42 has gone or selected the alternative of positive impact in the market.
Whereas 8 participants in general has gone with the alternative of Negative impact in the market.
It is highlighted by author in the Literature review section of the survey as well. It has been
presented by the author in the market that Social media marketing in general in the organization
used to bring the good and positive impact which generally used to help the company in
different marketing situation in the long run.
Theme 8: In your thought what are positive impact seen by SMEs due to social media
marketing?
Particular Number of respondent Percentage of respondent
Competition maintaining 4 8
Target market of company 8 16
10

Enhance working environment of company 2 4
All of Above 36 72
Total 50 100
8 16
4
72
Competition maintaining
Target market of company
Enhance working
environment of company
All of Above
Interpretation: There are more than one sort of the benefit which is seen by the
different SMEs by selecting social media marketing as a main marketing strategy of the
company in the long run. As data collected with the help of primary data collection method
shows that out of 50 individual pool 36 of them has gone with the opinion of all of the above
option. These certainly means that organization used to think that Social media marketing used
to help the company in competition maintaining, select target market of the company and also
help in enhancing the working environment of the company in the long run. Other than this
number of participant 8 participants has gone with the alternative of competition maintaining. 4
participants has gone with the alternative of target market of company and 2 participant in the
survey has gone with the alternative of Enhance working environment in the company.
Theme 9: In your opinion is SMEs used to get help in enhancing goodwill of company due to social
media marketing in the market.
Particular Number of respondent Percentage of respondent
Yes 45 90
11

No 5 10
Total 50 100
1
0
10
20
30
40
50
60
70
80
90
100
90
10
Yes
No
Interpretation: From the data collected with the help of the primary data
collection tool it can be said that SMEs in the market generally used to see good
amount of success in improving the goodwill of the company in the long run. As it
has been identified that data collected shows that out of the total participant pool
of 50 individual 45 participant has shown the interest toward the same in the
survey. At the same time only remaining 5 participant in the survey has shown the
interest against the same in the survey. So from the result it can be easily
interpreted that Social media marketing help SMEs in building good goodwill of
the company in the market.
Theme 10: In your opinion is SMEs used to get help in enhancing goodwill of company due to social
media marketing in the market?
Particular Number of respondent Percentage of respondent
By maintaining clear communication 6 12
Adoption of changes 4 8
12

Selecting multiple social media platform 34 68
All of Above 6 12
Total 50 100
12 8
68
12
By maintaining clear
communication
Adoption of changes
Selecting multiple social
media platform
All of Above
Interpretation: Selecting multiple social media platform is the best platform which has
been highlighted by the survey. As collected data with the help of the primary data collection
tool it has been analysed that 34 participant has selected the option of selecting multiple social
media platform in the market. This outcome was also highlighted by the Author in the Literature
review section of the report. Other than that 6 participant has gone with the alternative of
maintaining clear communication in the market. Remaining 4 and 6 participant in the research
has selected the alternation of Adoption of change as well as All of the above alternative from
the survey.
13

APPENDIX 1
14

Questionnaire
Name
Age
Are you familiar with the concept of digital marketing Specifically Social media marketing?
 Yes
 No
Out of all the option presented below which medium of Digital marketing is more efficient in
your thought?
 Content marketing
 Social Media marketing
 Email Marketing
 All of Above
In your point of view what is the best or main usage of Social media marketing in market?
 Optimum utilization of resources
 Building brand awareness in market
 Increases market share in market
 All of above
Is social media used to play significant role in managing recession for the organization?
 Yes
 No
What are the positive impacts which are brought by Social media marketing at the time of the
recession?
 Help in maintaining competition
 Help in selecting the target market area
 Help in improving working environment of company
 All of above
Is Digital marketing help the company in maintaining composure of the company even in the
tough times like recession?
 Yes
 No
What are the negative impacts which are brought by Social media marketing at the time of the
15

recession?
 Not guarantee result
 Create uncertainty among employee
 Information gather may be misleading
 All of above
In your thought which sort of the impact are seen by Small Scale organization due to social
media marketing?
 Positive impact
 Negative impact
In your thought what are positive impact seen by SMEs due to social media marketing?
 Competition maintaining
 Target market of company
 Enhance working environment of company
 All of Above
In your opinion is SMEs used to get help in enhancing goodwill of company due to social media marketing in the
market.
 Yes
 No
In your thought what is the best way through which Social media marketing can be performed in organization.
 By maintaining clear communication
 Adoption of changes
 Selecting multiple social media platform
 All of Above
16