The effect of social networking tools on the smes domain : an empirical study in the Nineveh governorate-Iraq

Abstract EN

The main goal of this work is to reveal the effect of Social Networking Tools (SNT) on the Small and Medium Enterprises (SMEs) domain.

The work has been done in the food field in Nineveh region-Iraq.

The author has selected Facebook application as a tool of social network, this represents the independent variable.

Whereas the dependent variables consist of customer retention and customer involvement.

Standard questionnaire has been prepared in order to collect the data from the samples.

Collected data have been analyzed using SPSS-20 software package.

It was founded that the use of Facebook as a tool of SNT will rapidly increase the promotion and motivate consumers in order to engage with the respected industry.

The results also illustrate that there is a relation and influence between SNT usage and both of; customer retention and customer involvement.