Entrepreneurship and social media marketing: evidence from French small business

The purpose of this paper is to analyse the social media marketing practices of SMEs. Social networks are profoundly transforming the way customers use the web and thus challenging SME business practices. Although the social media provide affordable channels for marketing and are thus appropriate tools for firms with limited resources, some SMEs and entrepreneurs still question their credibility and sustainability. Based on seven semi-structured interviews with web marketing consultants, an online survey with 104 owner-managers of tourism SMEs, and a netnographic study, this research analyses the place of social media in SMEs. It describes their practices, shows that SMEs underuse these tools, and proposes some managerial recommendations to small business owner-managers.