Adoption and Utilization of Social Media by Micro-enterprises in Jyväskylä
Tran, Nhu (2015)
Tran, Nhu
Jyväskylän ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505035731
https://urn.fi/URN:NBN:fi:amk-201505035731
Tiivistelmä
This research investigated the adoption and utilization of social media by micro- enterprises, which were located in the Jyväskylä region. The principal research question was “How do the micro-enterprises in Jyväskylä utilize social media in their business activities?” The research addressed the issues related to how the micro-enterprises used social media in business activities and the challenges that they faced while employing the tools.
Literature was critically reviewed to gain a clear picture of the phenomena and develop a theoretical framework for further investigation. Secondary data was drawn from books, scholarly articles, business and academic journals. During the empirical research process, online survey strategy was chosen to collect data. Stratified random sampling technique was used, with the population of 2214 and the sample size of 327. The survey received 60 responses from the micro-enterprises, which made a response rate of 18 percent.
The results from empirical research showed that 65% of micro-enterprises in Jyväskylä region were using social media. The main purposes were to increase customers’ awareness of brands, products and services, implement e-marketing, optimize search engine and build customer relationship. The most popular types of social media were social networks, blogs and media-sharing sites. Challenges that they had to face included measuring return on investment on social media, the lack of time and the lack of suitable staff, who could take care of social media activities. Besides, the majority of the enterprises had a positive attitude towards the effectiveness of social media tools and 77% of them predicted that their use of social media would increase in the future.
Literature was critically reviewed to gain a clear picture of the phenomena and develop a theoretical framework for further investigation. Secondary data was drawn from books, scholarly articles, business and academic journals. During the empirical research process, online survey strategy was chosen to collect data. Stratified random sampling technique was used, with the population of 2214 and the sample size of 327. The survey received 60 responses from the micro-enterprises, which made a response rate of 18 percent.
The results from empirical research showed that 65% of micro-enterprises in Jyväskylä region were using social media. The main purposes were to increase customers’ awareness of brands, products and services, implement e-marketing, optimize search engine and build customer relationship. The most popular types of social media were social networks, blogs and media-sharing sites. Challenges that they had to face included measuring return on investment on social media, the lack of time and the lack of suitable staff, who could take care of social media activities. Besides, the majority of the enterprises had a positive attitude towards the effectiveness of social media tools and 77% of them predicted that their use of social media would increase in the future.