Small and medium-sized firms use social media to reach and persuade new customers

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IMAGE: During the COVID-19 pandemic, small and medium-sized firms (SME) have become increasingly dependent on social media as a tool for their international sales process.
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During the COVID-19 pandemic, small and medium-sized firms (SME) have become increasingly dependent on social media as a tool for their international sales process, according to a recent study published in
International Business Review. Digital communication tools seem to be most prevalent in finding and reaching new prospects and in the persuasion phase, whereas more traditional communication tools still prevail in customer relationship management.
"During the COVID-19 outbreak, small and medium sized firms have become more reliant on social media tools to reach internationally dispersed prospects and customers. Such use has helped them to overcome limitations set to face-to-face interaction by the pandemic," lead author, Senior Researcher Sara Fraccastoro from the University of Eastern Finland says.

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