THE USE SOCIAL MEDIA TO PROMOTE MARKETING FOR SMALL AND MEDIUM ENTERPRISE IN THE PEOPLE’S REPUBLIC OF CHINA

Abstract

The purpose of this research is to study the use of online social media to promote the marketing of small and medium-sized enterprises in the People's Republic of China, and to examine the relationship between managerial experience and the use of social media to enhance marketing for small and medium-sized enterprises. The research employs a quantitative approach. Data was collected using questionnaires from a sample group of entrepreneurs in the People’s Republic of China in four major economic cities: Beijing, Shanghai, Guangzhou, and Shenzhen, totaling 400 individuals. The statistics used for data analysis included frequency, percentage, mean, and standard deviation, and an F-test was used for one-way ANOVA and Pearson correlation analysis. The research found that the use of social media to promote the marketing of small and medium-sized enterprises in the People's Republic of China is generally at a high level, with an average score of 4.30. It was found that social media marketing activities, customer engagement on social media, brand image on social media, product pricing and distribution channels on social media, and marketing effectiveness on social media are significantly correlated with business management experience at the 0.05 significance level. Conclusion: The use of social media to promote marketing for small and medium enterprises directly affects consumers' perceptions of products, prices, and distribution channels, which in turn impacts the increase in sales for these enterprises. The findings of this research can be used to develop strategies to effectively promote the use of social media in various aspects of small and medium-sized enterprises, especially in marketing activities.