medier inte är en negativt påverkande faktor utan att det istället är mer tidseffektivt att nyttja detta marknadsföringsverktyg än mer traditionella verktyg.
6.3 Förslag till vidare Forskning
Då vi har studerat tre olika sociala medieplattformar har det hjälpt oss att få en djupare förståelse för vad det är som gör att SMEs antar eller avstår sociala medier. Förutom tid, kunskap och intresse spelar plattformens unika egenskaper in vid val att anta sociala medier till företaget eller inte. I studien framkom det hur företag väljer att anta Facebook eftersom de anser att det är en bra plattform för spridning av formell information. Instagram å sin sida, nyttjades främst av företag som ett komplement till Facebook. Företagens syfte med denna plattform var enligt respondenterna att bygga närmare relationer till plattformens användare. Då det inte har varit studiens syfte att studera vilka specifika egenskaper hos sociala medier som eftersöks av små och medelstora företag kan det därför vara en riktning att ta för vidare forskning. Detta eftersom vår studie funnit indikationer kring hur olika plattformar påverkas i varierande grad beroende på vilken faktor som står i fokus.
Vi har även till viss del kunnat utläsa skillnader vad gäller företags adoption av sociala medier. De som driver företag och tillhör den yngre generationen tenderar att visa större intresse och kunskap till att använda dessa inom sitt företag. För att ytterligare bekräfta detta resonemang kan vidare forskning genom en kvantitativ studie söka efter samband gällande företags bruk av sociala medier i relation till företagares demografiska egenskaper.
Även om många SMEs har adopterat sociala medier såsom Facebook och Instagram har det genom denna studie uppdagats att de inte alltid gör detta fullt ut. Därmed missar företag många potentiella fördelar med medierna vilket kan leda till att fler företag väljer att avsluta sitt bruk av sociala medier efter en tid. Vi menar därför att vidare studier kan studera till vilken grad företag bör integrera och implementera medierna för att det ska vara lönsamt. En studie som flyttar fokus från adoptionen till själva hanteringen av sociala medier.
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