This thesis investigates the utilization of social media marketing by Small and Medium-sized Enterprises (SMEs), focusing on the context of North Nicosia, Cyprus. The research delves into the definition, characteristics, and challenges faced by SMEs, alongside a review of traditional and digital marketing practices. The study examines the history, building blocks, tools, merits, demerits, and marketing strategies associated with social media. Employing a correlational research method, the thesis explores the frequency, purposes, and attitudes of respondents within SMEs towards social media marketing. The findings reveal that SMEs actively use social media, primarily for customer communication, service improvement, and brand promotion. Demographic factors do not significantly influence attitudes, but the industry in which the SME operates does impact usage and attitudes. The thesis concludes by discussing the extent and purposes of social media adoption for marketing purposes, and understanding the attitudes of respondents towards social media as a marketing tool, including the main problems that should be solved to enable widening of social media usage by SMEs.
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