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Using Social Media by Micro Enterprises – Case Study for Understanding Motivation, Practice and Expectations

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  • Melinda Majláth

    (Óbuda University, Hungary)

Abstract

This paper examines whether microenterprises can use facilities given by the internet successfully in their marketing communication or not. Tinta Publisher has been chosen as a case study, a Hungarian microenterprise specializing in publishing books on linguistics and dictionaries. The publishing company uses Facebook, Twitter and Youtube for popularizing their publications. The paper summarizes the expectations, techniques, experiences and disadvantages of using social media.

Suggested Citation

  • Melinda Majláth, 2012. "Using Social Media by Micro Enterprises – Case Study for Understanding Motivation, Practice and Expectations," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 12(1), pages 171-180.
    • Handle: RePEc:pet:annals:v:12:y:2012:i:1:p:171-180
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    More about this item

    Keywords

    social media; online marketing; Hungary; microenterprise;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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