Impacts of Social Media Marketing on SMEs and Entrepreneurs in Central Finland

Abstract

This thesis examines the use of social media marketing for a small business or entrepreneur in Central Finland to build brand awareness, engage with existing customers, and encourage audience engagement, with regard to the significant impacts of social media. The qualitative research method was applied to achieve the aim of the thesis. The research was conducted through a case company from Jyväskylä, which is trying to build brand awareness, marketing communication and customer engagement. A practical framework is presented to provide insight into the use of social media tools. The participant's experiences, thoughts and feelings are ultimately reflected in marketing activities to target potential customers and the adoption and use of social media. Considering the time requirement of social media applications, it has been concluded that creating interesting and original content is troublesome. In order to be able to do effective social media marketing, it is necessary to effectively execute and adjust the use of social media marketing platforms, which must be carried out appropriately in terms of both time and financial resources.