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The Impacts of Firm Characteristics on Social Media Usage of SMEs: Evidence from the Czech Republic


Affiliations
1 University College of Business in Prague, Czech Republic
2 University of Entrepreneurship and Law, Ostrava, Czech Republic
 

Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size. In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

Keywords

Social Media, Age, Size, Czech Republic, SMEs, Digital Marketing.
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  • The Impacts of Firm Characteristics on Social Media Usage of SMEs: Evidence from the Czech Republic

Abstract Views: 70  |  PDF Views: 19

Authors

Jan Žufan
University College of Business in Prague, Czech Republic
Mehmet Civelek
University of Entrepreneurship and Law, Ostrava, Czech Republic
Iveta Hamarneh
University College of Business in Prague, Czech Republic
Ľubomír Kmeco
University College of Business in Prague, Czech Republic

Abstract


Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size. In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

Keywords


Social Media, Age, Size, Czech Republic, SMEs, Digital Marketing.



DOI: https://doi.org/10.15759/ijek%2F2020%2Fv8i1%2F205800