Social media, networking, and marketing performance : a study of social enterprises in Hong Kong

Authors

Hiu-Kan, Ada WONG, Lingnan University, Hong KongFollow
Wing Lam, Felix TSE, Lingnan University, Hong KongFollow

Document Type

Paper Series

Publication Date

1-2016

No.

076-1516

Abstract

Over the past few years, the number of social enterprises has been increasing in Hong Kong. The marketing performance of these social enterprises, however, are found to be problematic. Although some studies have investigated the ways for improving marketing performance of social enterprises through launching various marketing activities, this is surprising that the roles of social media and networking are lacking attention in the literature. In this conceptual paper, we aim at investigating how the implementation of these cost-effective marketing activities, namely (i) social media and (ii) networking, may improve the marketing performance of social enterprises in Hong Kong.

Comments

HKIBS Working Paper Series 076-1516

Recommended Citation

Wong, A. H. K., & Tse, F. W. L. (2016). Social media, networking, and marketing performance: A study of social enterprises in Hong Kong (HKIBS Working Paper Series 076-1516). Retrieved from Lingnan University website: http://commons.ln.edu.hk/hkibswp/77