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Article
Publication date: 16 November 2015

Nory Jones, Richard Borgman and Ebru Ulusoy

The purpose of this paper is to explore the role and economic impact that the internet, specifically websites and social media, have on small businesses. It aims to investigate…

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Abstract

Purpose

The purpose of this paper is to explore the role and economic impact that the internet, specifically websites and social media, have on small businesses. It aims to investigate the benefits available from the use of the internet and social media sites for small businesses that operate in underserved regions.

Design/methodology/approach

The research utilizes a case study methodology based on two surveys and semi-structured interviews with the owners or managers of five small companies in the western mountain region of Maine, a region described as underserved by the state departments of tourism and economic development – generally economically depressed, where the businesses are often struggling to survive.

Findings

Benefits from the use of websites and social media sites include an increase in awareness and inquiries, enhanced relationships with customers, an increase in the number of new customers, enhanced ability to reach customers on a global scale, and co-promotion of local businesses that enhance the image of small businesses in the region.

Research limitations/implications

The small number of firms from a specific region in the USA limits generalizations from this study’s findings. However, the findings offer preliminary insights for future studies on the use of the internet and social media sites for small businesses.

Practical implications

The research provides evidence of potential advantages of utilizing web pages and social media sites for small businesses in underserved locations. The findings show that a web presence integrated with meaningful and sustained social media promotion can have a positive impact on business success in terms of increased traffic, awareness and revenues. This study has the potential to shed light on how internet technologies and social media can help struggling small businesses to communicate cost effectively with customers on a global scale, opening new opportunities for sales and growth.

Social implications

By exploring the value of social media to small businesses, the authors hope to contribute to enhancement of the quality of life in small business and society as a whole.

Originality/value

This paper is among the few reports on how small businesses learn about, utilize, and benefit from the web pages and social media sites.

Details

Journal of Small Business and Enterprise Development, vol. 22 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

Article
Publication date: 22 May 2019

A. Fuat Firat

This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.

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Abstract

Purpose

This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.

Originality/value

This is a more personal history, in addition to the 2014 academic history of A. Fuat Firat

Details

Journal of Historical Research in Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 4 September 2017

Nicholas Nicoli and Evgenia Papadopoulou

The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online…

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Abstract

Purpose

The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online reputation strategy in an evolving digital landscape.

Design/methodology/approach

Through the use of an exploratory case study, data were gathered primarily by means of a series of expert interviews within the hotel industry in Cyprus, today a mature holiday destination in Europe. Further data collection included a document search of presentations, annual reports, past surveys and sales and marketing literature from the examined industry.

Findings

Hotel communication practitioners are fully aware of the impact of social media in managing reputation. Constant monitoring, prompt responses, training and transparency were identified as key factors. Online reputation management needs to be taken into consideration when designing a comprehensive integrated communication strategy.

Research limitations/implications

Congruence amongst interviewees in certain areas could be on account of the homogeneity of practitioners, of their background and training and of similar organisational cultures across the locale of study. This leads to limits in the generalisations from this study’s findings.

Practical implications

Encouragement and training of employees were amongst the primary suggestions that emerged. An internal and external environmental scan, recognising possible strengths, weaknesses, opportunities and threats, which could assist in the effective engagement and monitoring of the organisation’s online presence, were also suggested.

Originality/value

The uniqueness of the study lies in its exploration of reputation management of a well-known traveller’s platform by addressing social media content in both a proactive and reactive manner.

Details

EuroMed Journal of Business, vol. 12 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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