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Content is king : how SMEs create content for social media marketing under limited resources.

Kraus, S. and Gast, J. and Schleich, M. and Jones, P. and Ritter, M. (2019) 'Content is king : how SMEs create content for social media marketing under limited resources.', Journal of macromarketing., 39 (4). pp. 415-430.


Despite the growing literature dealing with social media marketing (SMM) in small and medi-um-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning ex-isting literature for essential factors for content creation, a theoretical foundation for the em-pirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engag-ing content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.

Item Type:Article
Full text:(AM) Accepted Manuscript
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Publisher statement:Kraus, S., Gast, J., Schleich, M., Jones, P. & Ritter, M. (2019). Content is King: How SMEs Create Content for Social Media Marketing under Limited Resources. Journal of Macromarketing 39(4): 415-430. Copyright © 2019 The Author(s) DOI: 10.1177/0276146719882746
Date accepted:No date available
Date deposited:27 September 2019
Date of first online publication:20 November 2019
Date first made open access:27 September 2019

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