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A cross-cultural analysis of the factors that influence Social media-based marketing in SMEs between Ireland and Nigeria

Onyia, Chika Henry (2020) A cross-cultural analysis of the factors that influence Social media-based marketing in SMEs between Ireland and Nigeria. Masters thesis, Dublin, National College of Ireland.

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Abstract

Small and Medium Enterprises have been supported in the developed and developing countries where social media platform has been considered as the common tools for the business. The development of the social media-based marketing platform has facilitated the SMEs to maintain resource planning and activities. This approach adopted a qualitative research design while using the explorative nature of the study. The ‘focused group’ study has been adopted where 50 respondents from Ireland and Nigeria have been communicated for the data collection. The thematic data analysis tool has resulted that social media marketing strategy combines the target market, brand value of marketing, interactions and communication planning. The SMEs in Nigeria and Ireland have been using social media strategy while managing the significance for the operation and promotion. Different SMEs have been using social media marketing strategy where the cultural factors in Ireland and Nigeria have been influencing SMEs to adopt and value SMM for the improvement of interaction.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 11 Feb 2021 11:03
Last Modified: 11 Feb 2021 11:03
URI: http://norma.ncirl.ie/id/eprint/4738

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