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

Ada Hiu Kan WONG, Felix Wing Lam TSE

Research output: Working paperWorking paper series

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.
Original languageEnglish
Place of PublicationHong Kong
PublisherHong Kong Institute of Business Studies
Number of pages16
Publication statusPublished - Jan 2016

Publication series

NameHong Kong Institute of Business Studies Working Paper Series
PublisherLingnan University
No.076-1516

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Keywords

  • Social enterprise
  • Social media
  • Networking
  • Facebook

Cite this

WONG, A. H. K., & TSE, F. W. L. (2016). Social media, networking, and marketing performance : a study of social enterprises in Hong Kong. (Hong Kong Institute of Business Studies Working Paper Series; No. 076-1516). Hong Kong Institute of Business Studies. https://commons.ln.edu.hk/cgi/viewcontent.cgi?article=1076&context=hkibswp