Digital channels diminish SME barriers
The case of the UK
Bibliographic Data
| ID | 15067101 |
|---|---|
| Authors | Ivana Stankovska (0000-0002-7360-605X, E-Business Department, Faculty of Economics, University Ss. Cyril and Methodius, Skopje, Macedonia, corresponding author), Saso Josimovski (0000-0002-4696-6439, E-Business Department, Faculty of Economics, University Ss. Cyril and Methodius, Skopje, Macedonia), Christopher Edwards (0000-0002-0685-4248, Lancaster University) |
| Year | 2016 |
| Volume | 29 |
| Issue | 1 |
| Pages | 217-232 |
| Publication date | 2016-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Economic Research-Ekonomska Istraživanja (JOURNAL) |
| Journal identifiers | ISSN: 1331-677X • E-ISSN: 1848-9664 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1331677x.2016.1164926 |
| OpenAlex | W2346987431 |
| Language | EN |
| Citations received | 4 |
| References cited | 57 |
This article investigates the usage of digital channels by UK small- and medium-sized enterprises (SMEs) and assesses the impact caused on their strategic marketing position. The research is based on statistical analysis of 66 surveyed SMEs in the context of the digital era. Despite indications from the relevant literature about the reluctance of SMEs to adopt advances in technological communication, the research reported indicates a high level of usage of digital channels, especially social media (SM). The web 2.0 technologies that facilitate the new digital channels are standardised, interactive, ubiquitous and cheap. These features change the way how companies communicate and shift fundamental marketing and business concepts. Due to this shift, the SMEs’ barriers for technology adoption, including lack of financial resources, knowledge and skills, are diminishing. The latter, supported also by the research findings, increases the impact of SMEs bringing them closer to the large corporations in the global marketplace. The study is significant because it extends previous knowledge on technology adoption, with findings about the adoption of digital channels by SMEs, but more importantly, it opens up a novel insight into strategic literature for SMEs
Business · Digital marketing · Digital media · Knowledge management · Social media · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing
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| Unique citing works | 4 |
|---|---|
| Citations per year | 0,67 |
| Citation span | 2020 - 2022 (3) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 3 |