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Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

Sascha Kraus, Johanna Gast, Moritz Schleich, Paul Jones Orcid Logo, Michael Ritter

Journal of Macromarketing, Volume: 39, Issue: 4, Pages: 415 - 430

Swansea University Author: Paul Jones Orcid Logo

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DOI (Published version): 10.1177/0276146719882746

Abstract

Despite the growing literature dealing with social media marketing (SMM) in small and medi-um-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, t...

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Published in: Journal of Macromarketing
ISSN: 0276-1467 1552-6534
Published: UK SAGE Publications 2019
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URI: https://cronfa.swan.ac.uk/Record/cronfa52121
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Abstract: Despite the growing literature dealing with social media marketing (SMM) in small and medi-um-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning ex-isting literature for essential factors for content creation, a theoretical foundation for the em-pirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engag-ing content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.
Keywords: SME; social Media; marketing; resources
Issue: 4
Start Page: 415
End Page: 430

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