The Use of Social Media in Small Medium Enterprise in Developing Countries: Case Study of Nicosia, Northern Cyprus

GREENWICH UNIVERSITY
Communication and Media
The Use of Social Media in Small Medium Enterprise in developing countries:
Case Study of Nicosia, Northern Cyprus
(Master Thesis)

DISSERTATION
GREENWICH UNIVERSITY
Communication and Media
The Use of Social Media in Small Medium Enterprise in developing countries:
Case Study of Nicosia, Northern Cyprus
(Master Thesis)
GREENWICH UNIVERSITY
Communication and Media

DISSERTATION
THESIS APPROVAL CERTIFICATE

DISSERTATION
DECLARATION
Name and Surname:
Title of Dissertation: The Use of Social Media in Small Medium
Enterprise
in developing countries: case study of Nicosia,
Northern Cyprus.
Supervisor(s):
Year:
Signature: Date:

DISSERTATION
Acknowledgement
Conducting this research has been one of the most enriching experiences of my life. The
contribution of this research to enhance my knowledge base and analytical skill has been
paramount. It gave me the opportunity to face challenges in the process and overcome them. This
would not have been possible without the valuable guidance of my professors, peers and all the
people who have contributed to this enriching experience. I would like to take this opportunity to
thank my supervisor _________________________ for the constant guidance and support
provided to me during the process of this research. It would not be justified if I did not thank my
academic guides for their important and valuable assistance and encouragement throughout the
research process. I would also like to thank my friends who had provided me with help and
encouragement for collecting primary data and valuable resources. The support of all these
people has been inspiring and enlightening throughout the process of research in the subject.
Lastly, I would like to thank my family, who supported me throughout my education period at
Geneva Business School. I would not have done this without your support.
Heartfelt thanks and warmest wishes,
Yours Sincerely,

DISSERTATION
Abstract
The small and medium sized organizations are the non-subsidiary, independent firms that
employs less than total number of employees. The extent of SMEs social media usage as a
marketing tool, explore the purposes of SME’s social media usage as a marketing tool, to
measure the relationship between the extent of SME’s social media usage as a marketing tool
and in what industries SME’s in. This article responds to the lack of research on the adoption and
practice of social media by companies, by focusing on the findings of a study carried out in the
business sector in Cyprus. The study objectives were to identify if and how companies in North
Cyprus use social media, how effective they perceive it to be, and what specific factors affect
social media adoption. Through structured interviews, an empirical investigation within the SME
sector in North Cyprus showed that local businesspeople are reluctant to adopt social media and
incorporate it in their promotional mix.

DISSERTATION
Contents
Acknowledgement................................................................................................................i
Abstract................................................................................................................................ii
Table of Tables...................................................................................................................iv
List of Abbreviations...........................................................................................................v
INTRODUCTION...............................................................................................................1
CHAPTER ONE..................................................................................................................3
1.1 Definition of SMEs....................................................................................................3
1.1.1 Defining SMEs...................................................................................................3
1.1.2 Basic Factors used for Defining and Classifying SMEs.....................................3
1.1.3 Definition of SMEs in Different Countries........................................................5
1.2 Characteristics and Importance of SMEs..................................................................9
1.3 Challenges Faced by SMEs.....................................................................................10
1.3.1 Increased Competition......................................................................................10
1.3.2 Regulations.......................................................................................................10
1.3.3 Leadership.........................................................................................................11
1.3.4 Recruitment.......................................................................................................11
1.4 Marketing Practices in SMEs..................................................................................11
1.4.1 The Use of Traditional Marketing Tools..........................................................12
1.4.2 The Use of Digital Marketing Tools.................................................................13

DISSERTATION
CHAPTER TWO...............................................................................................................16
2.1 Social Media............................................................................................................16
2.1.1 History of Social Media....................................................................................16
2.1.2 Characteristics of Social Media........................................................................17
2.1.3 Platforms of Social Media................................................................................17
2.1.4 Merits and Demerits of Social Media...............................................................19
2.1.5 Social Media Marketing...................................................................................20
2.1.6 Role and Importance of Social Media as a New Marketing Tool....................24
3.1 Research Method.....................................................................................................26
3.1.1 The Purpose of the Research............................................................................26
3.1.2 Data Gathering Method and Tools...................................................................27
3.1.3. Research Population and Sample.....................................................................34
3.1.4 Scope and Limitations of the Research............................................................35
3.1.5 Data Collection Process....................................................................................35
3.1.6 Research Questions...........................................................................................35
3.1.7 Hypotheses of the Research..............................................................................36
3.1.8 Data Analysis....................................................................................................37
3.2 Questionnaire...........................................................................................................38
CHAPTER 4......................................................................................................................44
4.1 DEMOGRAPHIC INFORMATION OF THE PARTICIPANTS...............................44