The Role of Social Media in Enhancing Business Performance

DOI

10.2991/aebmr.k.220501.060How to use a DOI?

Keywords

Information access; business performance; customer relations; online marketing; social media usage

Abstract

Today, internet technology and social media has become a common practice for businessmen. Social media usage has now become a trend and is the most popular digital platform due to its low cost and minimum technical requirements. Social media is not only used by companies as a marketing medium, but also used to access information about market, competitors, and their customers as a tool to enhance business performance and innovation. Furthermore, social media is a mean of external communication in customer relations. The purpose of this study is to identify the factors that encourage business owners to adopt social media in their business in addition to knowing what benefits are expected to be obtained when using it. Furthermore, this study explores the benefits and perceived risks of using social media in business. The results of this study prove that social media is very beneficial for business owners in promoting products, reducing marketing costs, improving relationships with consumers, expanding market share, and gaining access to information for product development purpose.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Lydiawati Soelaiman
AU  - Sanny Ekawati
PY  - 2022
DA  - 2022/05/11
TI  - The Role of Social Media in Enhancing Business Performance
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 400
EP  - 404
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.060
DO  - 10.2991/aebmr.k.220501.060
ID  - Soelaiman2022
ER  -