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Chinese entrepreneurs’ experience of social media marketing: perception, strategy and challenge

Chinese entrepreneurs’ experience of social media marketing: perception, strategy and challenge This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.Design/methodology/approachA qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM.FindingsFindings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media.Originality/valueFindings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Chinese entrepreneurs’ experience of social media marketing: perception, strategy and challenge

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1471-5201
DOI
10.1108/jrme-06-2019-0055
Publisher site
See Article on Publisher Site

Abstract

This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.Design/methodology/approachA qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM.FindingsFindings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media.Originality/valueFindings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Oct 20, 2021

Keywords: Social media marketing; Entrepreneurial marketing; Market orientation; Uses and gratifications theory; Chinese entrepreneurs; Holistic qualitative research

References