Social Media in Small Medium Enterprise: Nicosia, Northern Cyprus

This master's thesis investigates the use of social media by Small and Medium Enterprises (SMEs) in Nicosia, Northern Cyprus, focusing on its extent as a marketing tool. It explores the purposes for which SMEs utilize social media, measures the relationship between usage and industry type, and identifies reasons why some SMEs avoid social media marketing. The research also examines the attitudes of SME owners, managers, and administrative staff towards social media marketing, considering the influence of demographic variables. Data was gathered through structured interviews, revealing a reluctance among local businesspeople to fully adopt social media in their marketing strategies. The study concludes that while social media offers cost-effective marketing solutions, its potential is not fully realized due to a lack of technical and strategic implementation. The thesis recommends that SME owners consider delegating social media management to dedicated professionals to maximize its benefits.

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

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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

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4.1.1 Age Distribution of Participants.......................................................................44
4.1.2 Gender Distribution of Participants..................................................................45
4.1.3 Education Level Distribution of Participants...................................................45
High school graduate.....................................................................................................45
4.1.4 Title Distribution of Participants......................................................................46
4.1.5 Participants Working Time at the Current Position..........................................46
4.2 INFORMATION ABOUT PARTICIPANT SME’S...............................................47
4.3 SOCIAL MEDIA USE OF SME’s FOR MARKETING PURPOSES...................49
4.3.1 Social Media Tools Used by SME’s for Marketing Purposes..........................49
4.3.2 SME’s Social Media Usage Purposes for Marketing.......................................51
4.3.3 The Reasons why SME’s do not Use Social Media for Marketing Purposes. .52
4.3.4 The title of the Person who often Manages Social Media Accounts................54
4.4 SME’s OWNERS, MANAGERS AND ADMINISTRATIVE STAFF’S
ATTITUDES TOWARDS USING SOCIAL MEDIA AS A MARKETING TOOL...............54
4.5 THE INDUSTRY THAT PARTICIPANTS ARE WORKING IN AND THEIR
ATTITUDES TOWARDS USING SOCIAL MEDIA AS A MARKETING TOOL...............59
4.6 DEMOGRAPHICS OF PARTICIPANTS AND THEIR ATTITUDES TOWARDS
USING SOCIAL MEDIA AS A MARKETING TOOL...........................................................61
4.7 THE INDUSTRY THAT PARTICIPANTS ARE WORKING IN AND THEIR
ATTITUDES TOWARDS USING SOCIAL MEDIA AS A MARKETING TOOL...............63
CONCLUSION AND RECOMMENDATION................................................................64

DISSERTATION
Conclusion.....................................................................................................................64
Recommendation...........................................................................................................64
References..........................................................................................................................65

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Table of Tables
Table 1: Investment plan for the Small medium Enterprises..............................................4
Table 2: Business Turnover Rate for Small medium Enterprises........................................7

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List of Abbreviations
SNSs- Social Network Sites
SME- Small Medium Enterprises
CRM- Customer Relationship Management
SMB- Small Medium Businesses
NAICS- North American Industry Classification System
SMA- Small Business Administration
SMM- Social Media Marketing