How to apply the social media for local business owner and local consumer to effectively use in a small SME.

Abstract

The objective of this research is how to apply social media for the local business owner and local consumers to effectively use in a small SME. In order to understand the factors and the basic need of the consumers and receive the feedback. The quantitative methodology was conducted to 62 selective respondents who lived in the rural area and the big city, and have various experience in using social media to online purchase the product. Findings from the research show that consumers have the intention to purchase the construction product online for the conveniences and saving cost. If there is this product promotion which never find it in social media channels Moreover, “Likes” and reviews or comments on social media channels influence to the consumer’s decision making to buy this kind of product. Also, the word of mouth from family members and friends are the main importance. In conclusion, there are great opportunities to promote the construction product in the social media channel, and the consumers are willing the review and purchase it. Small SME owner also need to learn and adapt himself to be familiar with the trend of social media to promote the product, to contact customers and to compete in this business industry.