THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Žufan, J., Civelek, M., Hamarneh, I., Kmeco, Ľ. (2020). The Impacts of Firm Characteristics on Social Media Usage Of SMEs: Evidence from the Czech Republic. International Journal of Entrepreneurial Knowledge, 8(1), 102-113. doi: 10.37335/ijek.v8i1.111

  • Jan Žufan University College of Business in Prague, Prague, Czech Republic
  • Mehmet Civelek University of Entrepreneurship and Law, Ostrava, Czech Republic
  • Iveta Hamarneh University College of Business in Prague, Prague, Czech Republic
  • Ľubomír Kmeco University College of Business in Prague, Prague, Czech Republic
Keywords: social media, age, size, Czech Republic, SMEs, digital marketing

Abstract

Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size.  In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

Author Biographies

Jan Žufan, University College of Business in Prague, Prague, Czech Republic

RNDr. Jan Žufan, Ph.D., MBA

Department of Marketing, Management and Social Sciences, University College of Business in Prague, Spálená 76/14, Praha 1, Czech Republic, www.vso.cz, zufan@vso-praha.eu. Jan Žufan is a chancellor of University College of Business in Prague and member of Department of Marketing, Management and Social Sciences, his main field of research is Human Resources Management and employment, especially in tourism and hospitality, and Human Resource Information Systems.

Mehmet Civelek, University of Entrepreneurship and Law, Ostrava, Czech Republic

Mehmet Civelek, Mgr. PhD.

Institute of Entrepreneurship and Marketing, University of Entrepreneurship and Law, Michálkovická 1810/181, 710 00 Ostrava-Slezská Ostrava, Czech Republic, https://www.vspp.cz/.

Mehmet Civelek works as a scientific researcher in a post-doc position in University of Entrepreneurship and Law. His main fields of researches are Marketing, Entrepreneurship, Credit Risk Management in SMEs and Tourism.

Iveta Hamarneh, University College of Business in Prague, Prague, Czech Republic

Ing. Iveta Hamarneh, Ph.D.

Department of Tourism, University College of Business in Prague, Spálená 76/14, Praha 1, Czech Republic, www.vso.cz, hamarneh@vso-praha.eu. Iveta Hamarneh is a Vice-Rector for Study at the University College of Business in Prague and a member of the Department of Tourism. She has much experience in the teaching of courses regarding tourism. She is actively involved in the promotion of the tourism sector in the Czech Republic through membership in the Czech Travel Press and attending the tourism conferences.

Ľubomír Kmeco, University College of Business in Prague, Prague, Czech Republic

Doc. Ing. Ľubomír Kmeco, PhD.

Department of Tourism, University College of Business in Prague, Spálená 76/14, Praha 1, Czech Republic, www.vso.cz, kmeco@vso-praha.eu. Associated professor at the University College of Business in Prague working at the Department of Tourism. The main fields of research are Tourism Destination Management, Tourism Management, Impacts of Tourism, Cultural Tourism.

Published
2020-06-30