SMEs and viral marketing practices: cases from North Macedonia

This paper seeks to explore the advantages of viral marketing through social media practices in small and medium enterprises (SMEs) within the Republic of North Macedonia (RNM). The research employs qualitative research through a survey questionnaire conducted with a randomly selected sample. Findings show that SMEs can implement social media marketing to achieve virality, increase their competitiveness, and even attract talent. These findings will serve as a guide for SMEs in North Macedonia, aiding them in formulating a comprehensive digital strategy and encouraging entrepreneurship as well. To enhance the clarity of the paper's objectives, 10 SMEs are included in this study. The rapid and extensive publicity capabilities of viral marketing have significantly influenced the integration of social media strategies into the marketing approaches of both SMEs and larger corporations.