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The efficiency of promotion of goods and services through social networks: a study based on the practice of small and medium enterprises in Moldova

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cris.sourceIdoai:irek.ase.md:123456789/2442
dc.creatorGagauz, Valeriu
dc.date2023-03-01T08:18:02Z
dc.date2023-03-01T08:18:02Z
dc.date2022-08
dc.date.accessioned2023-11-13T10:22:34Z
dc.date.available2023-11-13T10:22:34Z
dc.descriptionGAGAUZ, Valeriu. The efficiency of promotion of goods and services through social networks: a study based on the practice of small and medium enterprises in Moldova. In: Development Through Research and Innovation - 2022 [online]: The 3nd International Scientific Conference: Online Conference for Researchers, PhD and Post-Doctoral Students, August 26th, 2022, Chişinău. Chişinău, ASEM, 2022, pp. 26-32. ISBN 978-9975-3590-5-4 (PDF).
dc.descriptionWith the increasing popularity of social networks among users, studying their use for marketing purposes by small and medium-sized enterprises (SMEs) is particularly important. The article is based on a study of the communicative performance of SMEs in social networks on the example of 50 commercial trade and the provision of services companies from Moldova. The quality, coverage, and number of reactions to advertising posts were analyzed. Even though SMEs use social networks for marketing purposes, they are not entirely oriented to modern trends and create publications chaotically. On average, a large number of subscribers get low organic reach and low efficiency in their marketing activities. It was concluded that SMEs need to ensure the brand's presence on various social media platforms because, in current conditions, Internet platforms can most quickly and cost-effectively increase consumer awareness of the brand. CZU: [659.1:004.738.5]:334.72.012.63/.64(478); JEL: M3; DOI: https://doi.org/10.53486/dri2022.02
dc.formatapplication/pdf
dc.identifier978-9975-3590-5-4 (PDF)
dc.identifierhttps://irek.ase.md:443/xmlui/handle/123456789/2442
dc.identifier.urihttps://cris.ase.md/handle/123456789/3365
dc.languageen
dc.publisherASEM
dc.subjectsocial media marketing
dc.subjectsmall business
dc.subjectpromotion efficiency
dc.titleThe efficiency of promotion of goods and services through social networks: a study based on the practice of small and medium enterprises in Moldova
dc.typeArticle
dspace.entity.typePublication
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