DOI: 10.11118/978-80-7509-820-7-0238

CORPORATE APPLICATION OF SOCIAL MEDIA IN THE LIFE OF SMALL AND MEDIUM-SIZED ENTERPRISES

Enikő KORCSMÁROS, Bence CSINGER

Purpose: The field of research of corporate social media is in many respects related to the topic of zero waste management and the circular economy, as by applying it a company can make a great contribution to environmental protection. The aim of our study is to examine the importance that small and medium-sized enterprises operating in two regions of Slovakia attach to corporate social media.
Design/methodology/approach: In the course of our research, we conducted a quantitative questionnaire survey in the examined SME sector. A research question was formulated on the topic: which is as follows: What importance do the leaders of small and medium-sized enterprises attach to social media in the life of their business?
Findings: The results of our study were evaluated based on responses from 359 companies. The results suggest that although there are more small and medium-sized enterprises present on social media than not, they do not make the most of opportunities inherent in social media.
Research limitations: One of the main limitations of the study was the ongoing health crisis situation, due to which there was an inadequate willingness to complete the questionnaire sent out.
Practical implications: The results explain the question of SME sector leaders as to whether it is still worthwhile to invest time and energy nowadays in the active presence of their business in social media.
Social implications: With the help of our research, the reader can get a comprehensive picture of exactly what small and medium-sized enterprises use social media and how they are able to influence their own target audience.

Keywords: corporate communication, corporate social media, marketing strategy, Slovakia, SME sector

pages: 238-244, Published: 2021, online: 2021