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Content is King: How SMEs Create Content for Social Media Marketing under Limited Resources

Kraus, S.; Gast, J.; Schleich, M.; Jones, P.; Ritter, M.

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Authors

S. Kraus

J. Gast

M. Schleich

P. Jones

M. Ritter



Abstract

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.

Citation

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. https://doi.org/10.1177/0276146719882746

Journal Article Type Article
Online Publication Date Nov 20, 2019
Publication Date Dec 1, 2019
Deposit Date Sep 24, 2019
Publicly Available Date Mar 28, 2024
Journal Journal of Macromarketing
Print ISSN 0276-1467
Electronic ISSN 1552-6534
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 39
Issue 4
Pages 415-430
DOI https://doi.org/10.1177/0276146719882746
Public URL https://durham-repository.worktribe.com/output/1291061

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Accepted Journal Article (291 Kb)
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Copyright 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




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