Adoção de marketing social media: percepções e atitudes de microempreendedores do agreste pernambucano.

Abstract

The adoption of social media marketing as a new communication tool by organizations and SMEs is increasingly global and offers unique opportunities for small and medium-sized businesses and marketing researchers to conduct research. However, despite presenting benefits in its use, SMEs still face difficulties in adopting marketing and social media. This study aims to investigate the perceptions and attitudes of microentrepreneurs from Agreste Pernambucano in the adoption of social media marketing. The study adopted a quantitative approach through the application of questionnaires. The data used in the analysis were collected from 147 micro and small entrepreneurs of a Wholesale and Retail Pole in Agreste Pernambucano, through a semi-structured questionnaire. Reliability analysis of variables, multiple regression, and correlation were used for data analysis. The results show that attitude and technical knowledge have a direct influence on the adoption of social media marketing, while pressure from customers has an influence on the attitude of entrepreneurs. The study offers a useful means to analyze the organizational landscape related to the use of social media, particularly by small businesses, which is relatively minimal and to assist SMEs in adopting social media marketing strategies that help them make safe and informed decisions. to reposition themselves for competitive advantages. The study concludes with these technical recommendations: that the management of the region's fashion hubs, marketing operating companies and the Government should support the use of social media marketing by micro and small businesses, providing training and workshops on social media marketing for that entrepreneurs acquire knowledge and skills to use the tool.