No Cover Image

Journal article 639 views 444 downloads

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

Check full text

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...

Full description

Published in: Journal of Macromarketing
ISSN: 0276-1467 1552-6534
Published: UK SAGE Publications 2019
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa52121
Tags: Add Tag
No Tags, Be the first to tag this record!
first_indexed 2019-09-27T14:16:56Z
last_indexed 2020-07-29T19:14:16Z
id cronfa52121
recordtype SURis
fullrecord <?xml version="1.0"?><rfc1807><datestamp>2020-07-29T16:45:24.3439869</datestamp><bib-version>v2</bib-version><id>52121</id><entry>2019-09-27</entry><title>Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources</title><swanseaauthors><author><sid>21e2660aaa102fe36fc981880dd9e082</sid><ORCID>0000-0003-0417-9143</ORCID><firstname>Paul</firstname><surname>Jones</surname><name>Paul Jones</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2019-09-27</date><deptcode>BBU</deptcode><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&#x2019; 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.</abstract><type>Journal Article</type><journal>Journal of Macromarketing</journal><volume>39</volume><journalNumber>4</journalNumber><paginationStart>415</paginationStart><paginationEnd>430</paginationEnd><publisher>SAGE Publications</publisher><placeOfPublication>UK</placeOfPublication><issnPrint>0276-1467</issnPrint><issnElectronic>1552-6534</issnElectronic><keywords>SME; social Media; marketing; resources</keywords><publishedDay>31</publishedDay><publishedMonth>12</publishedMonth><publishedYear>2019</publishedYear><publishedDate>2019-12-31</publishedDate><doi>10.1177/0276146719882746</doi><url>https://journals.sagepub.com/doi/full/10.1177/0276146719882746</url><notes/><college>COLLEGE NANME</college><department>Business</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>BBU</DepartmentCode><institution>Swansea University</institution><apcterm/><lastEdited>2020-07-29T16:45:24.3439869</lastEdited><Created>2019-09-27T08:27:40.4668524</Created><authors><author><firstname>Sascha</firstname><surname>Kraus</surname><order>1</order></author><author><firstname>Johanna</firstname><surname>Gast</surname><order>2</order></author><author><firstname>Moritz</firstname><surname>Schleich</surname><order>3</order></author><author><firstname>Paul</firstname><surname>Jones</surname><orcid>0000-0003-0417-9143</orcid><order>4</order></author><author><firstname>Michael</firstname><surname>Ritter</surname><order>5</order></author></authors><documents><document><filename>52121__15483__d571c32f85c840318a48531d491b4d0f.pdf</filename><originalFilename>52121.pdf</originalFilename><uploaded>2019-10-04T14:38:53.6830000</uploaded><type>Output</type><contentLength>270735</contentLength><contentType>application/pdf</contentType><version>Accepted Manuscript</version><cronfaStatus>true</cronfaStatus><copyrightCorrect>true</copyrightCorrect><language>eng</language></document></documents><OutputDurs/></rfc1807>
spelling 2020-07-29T16:45:24.3439869 v2 52121 2019-09-27 Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources 21e2660aaa102fe36fc981880dd9e082 0000-0003-0417-9143 Paul Jones Paul Jones true false 2019-09-27 BBU 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. Journal Article Journal of Macromarketing 39 4 415 430 SAGE Publications UK 0276-1467 1552-6534 SME; social Media; marketing; resources 31 12 2019 2019-12-31 10.1177/0276146719882746 https://journals.sagepub.com/doi/full/10.1177/0276146719882746 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2020-07-29T16:45:24.3439869 2019-09-27T08:27:40.4668524 Sascha Kraus 1 Johanna Gast 2 Moritz Schleich 3 Paul Jones 0000-0003-0417-9143 4 Michael Ritter 5 52121__15483__d571c32f85c840318a48531d491b4d0f.pdf 52121.pdf 2019-10-04T14:38:53.6830000 Output 270735 application/pdf Accepted Manuscript true true eng
title Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
spellingShingle Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
Paul Jones
title_short Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
title_full Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
title_fullStr Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
title_full_unstemmed Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
title_sort Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources
author_id_str_mv 21e2660aaa102fe36fc981880dd9e082
author_id_fullname_str_mv 21e2660aaa102fe36fc981880dd9e082_***_Paul Jones
author Paul Jones
author2 Sascha Kraus
Johanna Gast
Moritz Schleich
Paul Jones
Michael Ritter
format Journal article
container_title Journal of Macromarketing
container_volume 39
container_issue 4
container_start_page 415
publishDate 2019
institution Swansea University
issn 0276-1467
1552-6534
doi_str_mv 10.1177/0276146719882746
publisher SAGE Publications
url https://journals.sagepub.com/doi/full/10.1177/0276146719882746
document_store_str 1
active_str 0
description 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.
published_date 2019-12-31T04:04:19Z
_version_ 1763753338744078336
score 11.013148

Similar Items