Factors Affecting Digital Visibility of Small and Medium Enterprises in India

Title

Factors Affecting Digital Visibility of Small and Medium Enterprises in India

Creator

Sinha M.; Fukey L.

Description

This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses. 2021 Management Development Institute.

Source

Vision

Date

2021-01-01

Publisher

Sage Publications India Pvt. Ltd

Subject

Integrated Marketing Communication; SMEs; Social Customer Relationship Management; Social media marketing; Visibility

Coverage

Sinha M., School of Business and Management, CHRIST University, Bangalore, Karnataka, India; Fukey L., Department of Hotel Management, CHRIST University, Bangalore, Karnataka, India

Rights

Restricted Access

Relation

ISSN: 9722629

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1177/09722629211060564

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85120561274&doi=10.1177%2f09722629211060564&partnerID=40&md5=3b676d834e36ffe2a4c15ee5a81959e6