The results of this study indicate that social media is proving effective at reaching a myriad of customers throughout the United Kingdom in ways that traditional forms of advertising simply no longer can accomplish. Social media allows the small business owner to effectively target a specific demographic group often and with consistency, and with a minimum of expense. At the same time, social media also enables prospective customers to virtually interact with small business owners to gain answers to their questions before visiting a shop, thereby increasing the likelihood that they will not only become a customer, but a loyal one at that. This qualitative and exploratory study has been conducted to discuss the changing behaviours of the UK consumer and to have a conversation related to the efficacy of social media marketing for small businesses moving forward.
The global marketplace today is increasingly competitive and fierce. Businesses are no longer competing with one another in a specific geographic locale, but they are literally up against shops of a similar orientation nations away. The small business is particularly impacted because of the difficulty they often experience in attracting and maintaining customer loyalty. Customer behaviour is such today that individuals desire a business that caters to their specific needs and meets them where they are. As a result, the reality of the situation today is that small businesses are literally in a fight for their lives that only the fittest will survive. The problem is compounded in saturated areas, such as in the United Kingdom, where it is often difficult to get a marketing message heard over the myriad of voices competing for a limited number of customers (Damoiseau, Black, & Raggio, 2013). While it is true that there are many possible solutions to this dilemma, ...Show more