The efficiency of promotion of goods and services through social networks: a study based on the practice of small and medium enterprises in Moldova

Abstract

With the increasing popularity of social networks among users, studying their use for marketing purposes by small and medium-sized enterprises (SMEs) is particularly important. The article is based on a study of the communicative performance of SMEs in social networks on the example of 50 commercial trade and the provision of services companies from Moldova. The quality, coverage, and number of reactions to advertising posts were analyzed. Even though SMEs use social networks for marketing purposes, they are not entirely oriented to modern trends and create publications chaotically. On average, a large number of subscribers get low organic reach and low efficiency in their marketing activities. It was concluded that SMEs need to ensure the brand's presence on various social media platforms because, in current conditions, Internet platforms can most quickly and cost-effectively increase consumer awareness of the brand. CZU: [659.1:004.738.5]:334.72.012.63/.64(478); JEL: M3; DOI: https://doi.org/10.53486/dri2022.02