期刊名称：International Journal of Development and Sustainability
印刷版ISSN：2186-8662
出版年度：2015
卷号：4
期号：6
页码：635-649
出版社：International Society for Development and Sustainability (ISDS)
摘要：This paperpresents the findings of a study which sought to establish the extent to which small and medium scale enterpris es (SMEs) in the tourism and hospitality industry in Zimbabwe had embraced the use of social media platforms to enhance their marketing strategies. Using a structured questionnaire and interviews a survey was conducted among SMEs in Harare. The study revealed that SMEs surveyed had generally adopted social media platforms in their marketing communications systems though more still needed to be done for them to benefit effectively. From the interviews conducted and response rates in the questionnaire survey it was evident that businesses were not reaping maximum benefits from the use of the social media, given that they were not using the full rangeof platforms available as well as due to other circumstances beyond their control. The lack of resources and supporting infrastructure in the country made only those with access to connectivity capable of using Internet based platforms. The paper ends with recommendations that all stakeholders including Government join hands in support of SMEs in light of their incapacity to access financial and other resources necessary.
关键词：Social media; Marketing; Strategies; Small and medium scale enterprises
