Title: Exploring social media marketing strategies in SMEs

Authors: Iryna Pentina; Anthony C. Koh

Addresses: Department of Marketing and International Business, University of Toledo, 2801 W. Bancroft St. Toledo, OH 43606-3390, USA ' Department of Marketing and International Business, University of Toledo, 2801 W. Bancroft St. Toledo, OH 43606-3390, USA

Abstract: This paper explores the emerging consistencies in the implementation of social media marketing by SMEs and classifies these recurring patterns into a taxonomy of managerially relevant strategic types. The empirical method of cluster analysis is applied to self-reported data by marketing executives to derive a typology of three dominant social media marketing strategic patterns. Calculative pragmatists, cautious watchers, and proactive strategists exhibit significant differences in the implementation of social media venues, perceived benefits of social media, utilised tactics, and performance. Cluster membership is also associated with industry type and firm size, as well as companies' goals and reasons for adopting SMM.

Keywords: social media marketing; SMM; small and medium-size enterprises; SMEs; marketing strategy; cluster analysis; industry type; firm size.

DOI: 10.1504/IJIMA.2012.051613

International Journal of Internet Marketing and Advertising, 2012 Vol.7 No.4, pp.292 - 310

Published online: 04 Sep 2014 *

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