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Social Media Marketing in Trinidad and Tobago: The SME Context
Abstract
The objective of this research was to examine the utilization of social media by SMEs as a marketing tool in Trinidad and Tobago. A review of the literature in the field was undertaken on themes such as social media marketing, the value of social media for SMEs, and the challenges to implementing social media campaigns. The empirical process consisted of 35 qualitative semi-structured interviews with SMEs throughout Trinidad and Tobago to examine the experiences and impact of their social media strategies. The participants had businesses in sectors such as food and beverage, clothing, health and wellness, and sporting goods. The study concluded by giving recommendations such as developing a formal system to manage social media performance, conducting a due diligence before social media channel selection, embarking on and developing a strategic marketing plan for SMEs when the decision has been made to incorporate the tools of social media as a significant marketing channel.
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