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Entrepreneurial Marketing and Social Networking in Small and Medium Service Enterprises: A Case Study into Business Dealings in Cameroon

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  • Simon Pierre Sigué
  • Altante Désirée Biboum

Abstract

This paper investigates how owners/managers of service small and medium enterprises (SME) leverage on social networks to develop and implement successful marketing strategies. Adopting an entrepreneurial marketing perspective, in-depth interviews with owners/managers of SME in the city of Douala, Cameroon, are conducted and analyzed. We found that owners/managers of service SME use their social relationships to create and deliver customer value via market intelligence, access, and acquisition of new customers, and retention of current customers. Some specific mechanisms utilized include finding door openers to new customers, offering gifts to consolidate business and social bonds, and treating key customers like family members. Finally, the reliance on managerial relationships often can have adverse effects on some marketing activities.

Suggested Citation

  • Simon Pierre Sigué & Altante Désirée Biboum, 2020. "Entrepreneurial Marketing and Social Networking in Small and Medium Service Enterprises: A Case Study into Business Dealings in Cameroon," Journal of African Business, Taylor & Francis Journals, vol. 21(3), pages 338-354, July.
    • Handle: RePEc:taf:wjabxx:v:21:y:2020:i:3:p:338-354
    DOI: 10.1080/15228916.2019.1625022
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    Cited by:

    1. Richard Adu-Gyamfi & John Kuada & Simplice A. Asongu, 2023. "An Integrative Framework for Formal and Informal Entrepreneurship Research in Africa," Journal of African Business, Taylor & Francis Journals, vol. 24(2), pages 167-187, April.
    2. Edi Suandi & Herri & Yulihasri & Syafrizal, 2023. "Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 599-614, September.
    3. Ana Maria Simões Ribeiro & Rogério Tadeu de Oliveira Lacerda & Michel Becker, 2024. "Operationalizing Dynamic Capabilities and Market Orientation: Empirical Insights for Startups in Dynamic Environments," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(1), pages 1-75, February.

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