Social Media Marketing as a Growth Strategy for Small to Medium-Sized Companies in B2B Sector: a Case of Fourwind Films.

Details

Supervisors

Semal, Pierre

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

The problem addressed in this study is that the recent advancement of social media has created a research gap in terms of understanding how small to medium-sized companies with limited access to resources can use social media marketing to achieve sustained growth. Therefore, there is a need for increased understanding how such a strategy can be developed and implemented. Social media marketing can be defined as a combination of sociological and technological approaches in order to drive change in marketing practices and transform the company monologue to a dialogue with their customers. The purpose of this study was to search, identify and present an optimal social media marketing strategy that could provide sustained growth for Fourwind Films and also apply to other small to medium-sized companies operating in similar business settings. The overall research design employed semi-structured, in-depth, individual interviews with 3 executives of the company in the focus of the case study and a detailed questionnaire targeted at a specific sample of social media users. The results of the study include a description of an optimal social media marketing strategy for the company in focus and recommendations to executives of small to medium-sized companies operating in similar environments on how to achieve sustained growth.