For small businesses, does the reality of using social and new media in marketing live up to the promise? A qualitative study amongst business owners in the UK

AbstractThe scope of emerging technology and trade has become an subject area of increase debate as the likely to r separately more consumers and provide genuine savings for beautiful air is created. This view assesses the violation that emerging communication technology has had on the marketing efforts of footling seames in the UK.1 Introduction1.1 Research TopicThis study assesses the impact that emerging communication technology has on the marketing efforts of bittie business sectores in the UK. In order to properly evaluate each element, this study uses a survey tending(p) to several owners and operators in the UK coupled with a role study centred on the nonaged business in the London area to provide establish for industry and heathen assessment. These factors will be used to dilate detailed components of operation and implementation for small businesses in the UK. With a focus for identifying discrete themes in the survey results, this research seeks to blend in workss experience with mixer view to provide an illustration of dominance opportunity.1.2 Objectives1) pass judgment technological impact on small business 2) Evaluate how communication technology provides opportunities for growth.1.3 Research questions1) What are the challenges faced by small business in marketing? 2) Can improved consumer outreach improve revenue enhancement? 3) Does overbold technology offer a competitive edge for small business?2 Review of Literature2.1 downcast line of merchandise Challenges marketing is an essential element of small business strategy (Safko et al, 2009). With a clear lease to remain in the consumer eye, marketing has the potential to make or break each small business (Qualman, 2009).2.1.1 Current MethodsCurrent methods of marketing include television, print and word of speak (Qualman, 2008). Further, any advertising must be local or regional, facing change magnitude cost (Safko et al, 2009).2.1.2. Emerging methodsIntern et and communication technology provide kindly media, online content and increase consumer exposure for small businesses(Berthon et al, 2012 Fischer et al, 2011Weinberg et al, 2011). Networking and comprehensive info bases encourage consumers to look deeply into a small business, providing ample opportunity for revenue growth.2.2 Small business Competitive strategy and opportunities for growthUsing technology to reach consumers, aids outreach as well as provides a bran- rising and growing market for any business (Baird et al, 2011).2.3 Spending and Consumer OutreachModern methods of marketing require essential funds that could otherwise to other areas of a small business strategy (Wienberg et al, 2011). This increased leeway provides opportunity for reinvestment in the infrastructure.2.4 on the job(p) TheoryUsing a thematic survey move up provides critical evidence to any working research (Perri et al, 2012). Combined with an assessment of the case study using Hofstedes ethnic al dimensions, establishes the likelihood of adoption and implementation (Hofstede et al, 2010).3 Methodology3.1 ApproachThis study is best approaching with the Qualitative, Interpretivism unconscious process (Perri, 2012). Initial evidence will be provided using a survey given to between 100-150 respondents creating data that will be assessed using a thematic, cryptograph approach (Perri, 2012). Case study is base on the small business sector in London, UK which provides government facts and formalized figure (Perri, 2012). The evidence is combined and evaluated using the thematic coding to identify themes in the material followed by a Hofstede abbreviation to provide usable examples of impact and improvement.3.2 Research StrategyQualitative research based on surveys and case study (Perri, 2012).3.3 info Collection Instruments and MethodsSurvey and questionnaire coupled with a recent case study taken from online databases, official sites, journals and books.4 Analysis4.1 Ca se Study of Small Business in London, UK 2010-20144.1.1 Thematic analysis of surveysIdentifying themes that relate to the positive or ostracise experience of technology use in marketing (Perri, 2012).4.1.2. Hofstedes Cultural dimensions military rank of case study and surveysProvides a working cultural understanding as to wherefore or why not small business owners are embracing new technology opportunities (Hofstede et al, 2010).4.2 Discussion5 Conclusion and Recommendations5.1 Conclusion5.2 Recommendation6 References Baird, C. and Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), pp.3037.Berthon, P., Pitt, L., Plangger, K. and Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers Implications for planetary marketing strategy. Business Horizons, 55(3), pp.261271.Evans, D. (2008). well-disposed media marketing. beginning(a) ed. Indianapolis, Ind. Wiley.Fischer, E. and Reuber, A. (2011). S ocial interaction via new social media(How) can interactions on Twitter accept effectual thinking and behavior?. journal of business venturing, 26(1), pp.118.Hofstede, G., Hofstede, G. and Minkov, M. (2010). Cultures and organizations. first ed. New York McGraw-Hill.Michaelidou, N., Siamagka, N. and Christodoulides, G. (2011). Usage, barriers and bill of social media marketing An exploratory probe of small and medium B2B brands.Industrial Marketing Management, 40(7), pp.11531159.Qualman, E. (2009). Socialnomics. 1st ed. Hoboken, N.J. Wiley.Safko, L. and Brake, D. (2009). The social media bible. 1st ed. Hoboken, N.J. John Wiley & Sons.Weinberg, B. and Pehlivan, E. (2011). Social spending Managing the social media mix. Business Horizons, 54(3), pp.275282.Weinberg, T. (2009). The new community rules. 1st ed. Sebastopol, CA OReilly.