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Differences in the usage of online marketing and social media tools: evidence from Czech, Slovakian and Hungarian SMEs

Author

Listed:
  • Mehmet Civelek

    (University of Entrepreneurship and Law, Czech Republic)

  • Krzysztof Gajdka

    (University of Entrepreneurship and Law, Czech Republic)

  • Jaroslav Svetlik

    (University of Entrepreneurship and Law, Czech Republic)

  • Vladimir Vavrecka

    (University of Entrepreneurship and Law, Czech Republic)

Abstract

Research background: Because of the rapid improvements in advanced technological tools and widely usage of the Internet among the world, most of SMEs in various countries have become able to apply their marketing activities through online marketing and social media platforms that are less costly for them. Since SMEs encounter many financing constraints, these marketing options might be very beneficial for them to use for their marketing activities. However, socio-economic and cultural factors differ in each corner of the globe. Purpose of the article: This paper aims to investigate international differences between usage of online marketing and social media platforms by SMEs. Methods: The authors of this paper have selected 1156 Czech, Slovakian and Hungarian SMEs from Cribis database by employing random sampling method. An online questionnaire was directed by the researchers to have responses from managers and owners of SMEs. To find differences in selected variables, the researchers perform ANOVA analyses with Post-Hoc tests in SPSS statistical program. Findings & Value added: Regarding the size of businesses, Hungarian SMEs in both size categories: micro and small-medium sized, apply social media platforms in their operations more than Czech and Slovakian SMEs. When it comes to marketing activities, some similarities are in existence depending on size and age of SMEs. In detail, propensities of Slovakian and Hungarian older SMEs (that have been operating more than 10 years) and microenterprises to apply online marketing channels are higher than Czech older SMEs and Czech microenterprises. Corresponding to social media usage, Czech and Slovakian SMEs and older enterprises do not differ. But Hungarian SMEs and older Hungarian firms are more prone to apply social media channels than Czech and Slovakian SMEs and older Czech and Slovakian enterprises. This paper is a unique study that makes comparison between some Central European countries’ SMEs that are in the Visegrad Group regarding their usage of their online marketing and social media tools. Thus, this paper also fulfills some gap in the marketing literature.

Suggested Citation

  • Mehmet Civelek & Krzysztof Gajdka & Jaroslav Svetlik & Vladimir Vavrecka, 2020. "Differences in the usage of online marketing and social media tools: evidence from Czech, Slovakian and Hungarian SMEs," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 15(3), pages 537-563, September.
    • Handle: RePEc:pes:ierequ:v:15:y:2020:i:3:p:537-563
    DOI: 10.24136/eq.2020.024
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    Citations

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    Cited by:

    1. Chinie Cătălina & Oancea Marian & Todea Steluta, 2022. "The adoption of the metaverse concepts in Romania," Management & Marketing, Sciendo, vol. 17(3), pages 328-340, September.
    2. Beata Gavurova & Sylvia Jencova & Radovan Bacik & Marta Miskufova & Stanislav Letkovsky, 2022. "Artificial intelligence in predicting the bankruptcy of non-financial corporations," Oeconomia Copernicana, Institute of Economic Research, vol. 13(4), pages 1215-1251, December.
    3. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    4. Iwona Z. Czaplicka-Kozlowska, 2021. "Student Opinions of the Efficacy of Select Moethods of External Recruitment with Special Focus on Online Methods," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 171-184.
    5. Aleksandr Kljuènikov & Mehmet Civelek & Vladimír Krajèík & Petr Novák & Michal Èervinka, 2022. "Financial performance and bankruptcy concerns of SMEs in their export decision," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 867-890, September.
    6. Mehmet Civelek & Vladimír Krajèík, 2022. "How do SMEs from different countries perceive export impediments depending on their firm-level characteristics? System approach," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 55-78, March.
    7. Mehmet Civelek & Aleksandr Kljucnikov & Vendula Fialova & Andrea Folvarcna & Milan Stoch, 2021. "How innovativeness of family-owned SMEs differ depending on their characteristics?," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 16(2), pages 413-428, June.

    More about this item

    Keywords

    online marketing; social media; SMEs; Czech Republic; Slovakia; Hungary;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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