The visibility challenge: digital platforms giving a face to Indian small and medium enterprises

Title

The visibility challenge: digital platforms giving a face to Indian small and medium enterprises

Creator

Sinha M.; Fukey L.N.

Description

Small and medium-sized enterprises (SMEs) have an important role in the economy of any country and have even remarkable influence on the countries with developing economies. The current study sketches the importance of social media, integrated marketing communication (IMC), and social customer relationship management and their transformation in small and medium business front which results in increased interaction and communication with their customers. The research uses a mix-method approach to elaborate on how small and medium businesses can increase visibility and reachability by gaining value through the usage of social media. The aim of this research is to highlight the challenges faced by SMEs, examine the usage of different digital platforms by Indian SMEs to resolve these difficulties and determine its impact on the business for improved visibility of small and medium businesses when competition is hitting hard on all businesses. Copyright 2022 Inderscience Enterprises Ltd.

Source

International Journal of Technoentrepreneurship, Vol-4, No. 3, pp. 180-197.

Date

2022-01-01

Publisher

Inderscience Publishers

Subject

IMC; integrated marketing communication; small and medium-sized enterprises; SMEs; social customer relationship management; social media marketing; visibility

Coverage

Sinha M., School of Business and Management, Christ University, Bangalore, 560029, India; Fukey L.N., School of Business and Management, Christ University, Bangalore, 560029, India

Rights

Restricted Access

Relation

ISSN: 17465370

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1504/ijte.2022.127150

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