Social media marketing and its influence on international entrepreneurship
Date
2015
Authors
Kin, Wen Hup
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Abstract
As technology becomes more advanced, large corporate companies have used
the social media as their advertising platform. However there is little research
done on international entrepreneurs in using social media to promote their
business venture across national borders. This research paper examines
international entrepreneurs business ventures through social media and looks
at how social media users view the social media network.
A survey was used to measure the trust between social media users and the
social media brand community, while an interview was conducted on
international entrepreneurs. It was found that the brand communities serve as a
marketing entry platform firstly for new users but more importantly it serves as a
communication platform between the organisation and consumer. However,
international entrepreneurs have not been able to grasp the social media
concept, at times, delayed announcement on their new product launch. Many
international entrepreneurs lack the social media abilities, therefore are
constantly not being able to fully utilise social media as a marketing and
advertising platform.
Description
Thesis (M.M. (Entrepreneurship and New Venture Creation))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2015.