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Study on the Usage of Traditional, Digital and Social Media by Micro, Small and Medium Enterprises in Hyderabad, India

Madhusudan Kumar Kota, Research Scholar, Registration Number: PP.Man.56, Rayalaseema University, Kurnool, Andhra Pradesh, India - 518002. , Madhusudan Kumar Kota

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Journal of Social Welfare and Management 10(2 (Special Issue)):p 60-69, May-August 2018. | DOI:

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Abstract

India is on the cusp of a social media revolution. With the availability of affordable smartphones
and cheap data plans, the customer is just at a distance of click of a button. The emergence of digital and social media gave a new dimension to the way Micro, Small and Medium Enterprises (henceforth termed as MSMEs) to operate their business primarily in the marketing of their products and services. A literature survey indicates that few MSMEs have embraced these emerging media, but still, there is a majority who are yet to adopt. Social media joined the existing armoury of traditional and digital marketing tools that are currently used by the business owners. Owing to the paucity of research on the usage of media in MSME sector, the present study examines the demographic aspects of the MSME owners such as gender, age, education and business aspects such as the type of firm, MSME classification, Type of ownership and years in business. The study also looks into the usage of traditional, digital and social media by the MSMEs.

Keywords: Traditional Media; Digital Media; Social Media; MSME; Media Usage.

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