determine small and medium enterprise (sme) internet marketing usage in the tshwane area, south africa
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ID: 206081
2016
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Abstract
The research is aimed to determine SME Internet marketing usage in the Tshwane area.
The benefits of Internet marketing seem to be ignored by most SMEs. Social media is one of Internet
marketing’s tools and it seems that challenges prevent SME owners from using this tool effectively. A
survey study method of research design has been selected for the research. The sample for the study
comprised 200 SME owners who currently manage small businesses in the Tshwane area. To assess
the internal consistency of the instrument, Cronbach’s alpha was run and a reliability coefficient of
0.836 resulted. The instrument was validated through content validity. The instrument was structured
and multi-chotomous in design covering demographic and research variable questions. Descriptive
statistical analysis was employed to determine the SME Internet marketing usage in the Tshwane
area. In general the SMEs in this area have a positive attitudes regarding Internet use. The capabilities
of the Internet allow SMEs to use it as communication tool and marketing channel. The conducted
research recommends that Internet marketing can be cost effective if the SMEs make use of their own
social networks and use best practises that enable them to get their adverts or posts shared across
social networks. The conducted research also recommends that SMEs with limited resources should
start with using social media to enhance Internet marketing. YouTube as a marketing tool for Internet
marketing is effective as well because the learning curve is low and cost involved is almost nil.
Tshwane SMEs should use Internet marketing rather than traditional marketing to promote their
businesses because these methods are cost effective.
| Reference Key |
louise2016actadetermine
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|---|---|
| Authors | ;Van Scheers Louise |
| Journal | organic process research and development |
| Year | 2016 |
| DOI |
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| URL | |
| Keywords | Keywords not found |
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