Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Adopting Social Media and Identifying Return on Investment from Using Social Media as Marketing Tool amongst Kuwaiti Smes

Author(s): Dr. Rashed Alhaimer

This study explores the reason for which Small and Medium Sized firms (SMEs) are adopting social media. Also, this study would investigate the way in which these SMEs measure Return on Investment (ROI) from using social media as marketing tool. The primary data are collected from questionnaire with 160 managers within the context of Kuwait and then analysed through SPSS. The findings indicate that SMEs managers tend to use social media for its perceived usefulness and perceived ease of use. Nonetheless, there was no clarity about the ways in which managers can measure the ROI on social media.

Get the App