Change or fail? Small business survival and digital marketing strategies during Covid-19 pandemic

• Autor(a) principal: Cavaco, Rita Piçarra
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27156
• topic: Digital strategies; COVID-19; Digital marketing; Inovação Innovation; PME Pequenas e Médias Empresas -- SME Small and Medium Enterprises; Media sociais -- Social media; Estratégias digitais; Marketing digital

Purpose - Covid-19 has brought a paradigm shift, many small businesses have gone bankrupt, and many others have not known how to take advantage of the digital world to survive and succeed. Seeking to investigate this case, particularly in Portugal and in the Fashion and Handicraft sector, we could see a pattern of digital strategies successfully used by real companies and would come closer to defining the future of digital marketing in the small business sector. Design/methodology/approach - The research employs an interpretative paradigmatic positioning, using the deductive method through qualitative analysis. The research object of this study are the answers of 23 small enterprises owners in Portugal, of the fashion and handicrafts sector, who were interviewed with the aim of analysing the digital marketing strategies currently in place related to providing access to the company, engaging the audience, personalising the offer, connecting with the audience and inviting consumers´ collaboration. Findings - The findings suggest that the identified set of digital strategies found in the literature can be employed by small enterprises, leading to better performance, both financially and socially. It analyzed ways of putting them into practice, their advantages, negative aspects and how they all connect to the consumer. The digital strategies most used by SME's are social media and the use of a website, and they are one of the most effective. The use of product configuration software and CRM (Customer Relationship Management) were proven to be the least used and therefore least effective by SMEs. Originality/value - As a recent topic, it doesn't have many studies on digital strategies when it comes to small enterprises. Intercepting what was found in the literature with the answers of these small company's owners creates a practical and real model of what happens with its use. The contributions of this study could help SME companies to improve their digital marketing strategies and brings another point of view in terms of academic contribution.