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/lp/inderscience-publishers/the-visibility-challenge-digital-platforms-giving-a-face-to-indian-zUqd1x9G2u
- Publisher
- Inderscience Publishers
- Copyright
- Copyright © Inderscience Enterprises Ltd
- ISSN
- 1746-5370
- eISSN
- 1746-5389
- DOI
- 10.1504/ijte.2022.127150
- Publisher site
- See Article on Publisher Site
Abstract
Small and medium-sized enterprises (SMEs) have an important role in the economy of any country and have even remarkable influence on the countries with developing economies. The current study sketches the importance of social media, integrated marketing communication (IMC), and social customer relationship management and their transformation in small and medium business front which results in increased interaction and communication with their customers. The research uses a mix-method approach to elaborate on how small and medium businesses can increase visibility and reachability by gaining value through the usage of social media. The aim of this research is to highlight the challenges faced by SMEs, examine the usage of different digital platforms by Indian SMEs to resolve these difficulties and determine its impact on the business for improved visibility of small and medium businesses when competition is hitting hard on all businesses.
Journal
International Journal of Technoentrepreneurship – Inderscience Publishers
Published: Jan 1, 2022