USING SOCIAL MEDIA BY MICRO ENTERPRISES – CASE STUDY FOR UNDERSTANDING MOTIVATION, PRACTICE AND EXPECTATIONS

USING SOCIAL MEDIA BY MICRO ENTERPRISES – CASE STUDY FOR UNDERSTANDING MOTIVATION, PRACTICE AND EXPECTATIONS

This paper examines whether microenterprises can use facilities given by the internet successfully in their marketing communication or not. Tinta Publisher has been chosen as a case study, a Hungarian microenterprise specializing in publishing books on linguistics and dictionaries. The publishing co...

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Veröffentlicht in:Annals of the University of Petroşani. Economics 2012-01, Vol.12 (1), p.171-180
1. Verfasser: Majláth, Melinda
Format: Artikel
Sprache:eng
Schlagworte:
Case studies
Communication
Competition
Dictionaries
Digital marketing
Informal economy
Internet
Linguistics
Online advertising
Publishing industry
Small business
Social networks
Viral marketing
Word of mouth advertising
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Zusammenfassung:This paper examines whether microenterprises can use facilities given by the internet successfully in their marketing communication or not. Tinta Publisher has been chosen as a case study, a Hungarian microenterprise specializing in publishing books on linguistics and dictionaries. The publishing company uses Facebook, Twitter and Youtube for popularizing their publications. The paper summarizes the expectations, techniques, experiences and disadvantages of using social media.
ISSN:1582-5949
2247-8620