Survey Data & Interview Data

This research will investigate the views of SMEs on how they perceive modern (digital) LAM techniques and what their motivations are for adopting these techniques in response to digital disruption impacting their industry. The focus of this research is thus to advance the understanding of modern LAM techniques and develop a framework that may guide the SMEs in this respect. Recent developments in digital marketing media, in particular with social media has changed forever how people communicate. SMEs are being encouraged by their industry bodies and government to have an online presence and to keep pace with these developments. There is however, little research and understanding about how digital marketing media especially social media, affects personal behaviour and on how SMEs can take advantage of informal communication networks effectively (Wilcox & Stephen, 2014). This research will fill this gap and also assist marketers to better understand how the use and reliance on technology can improve message digestion and influence. This research will also contribute to the development of a touchpoint analysis model to categorise the mix of LAM techniques adopted by SMEs.