Social media in marketing communications planning for entrepreneurs
Paajanen, Jenni (2011)
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The study consisted of both primary and secondary research. Firstly, the secondary research findings introduce the reader into the topic by explaining the most relevant facts and linking the following three subject areas: Marketing Communications, Entrepreneurship and Social Media. To support the theoretical findings, the primary research achieved the exploratory purpose of the research. The key aim of the primary research was to gain a better understanding of how entrepreneurs use and manage social media. For this purpose, an online survey provided the best possible strategy for collecting the data. In practice this meant that 50 entrepreneurs were chosen as convenience sample, representing different industries and nationalities. In the first phase, the questionnaire was handed to the project client and afterwards distributed to the rest of the sample relying on networking. Both primary and secondary research findings indicate that social media can provide several benefits for entrepreneurs. This, among other factors pointed out that social media should be included in entrepreneurs’ communication mix.