This research is significant as it adds knowledge regarding the impact of social media marketing usage in the SMEs of UAE. There are significant challenges for businesses that are trying to develop their social media marketing plans where greater power is vested in the consumers' hands and increased awareness regarding the societal and cultural norms (Kietzmann et al., 2011). The digital medium helps consumers to instantly communicate their complaints to millions of people around the world (negative word of mouth), which affects the reputation of the business negatively (Javornik et al., 2020). Also, it is important to understand that our targeted SMEs try to adopt social media marketing to meet their advertising needs at a low cost and reach to large audiences; nevertheless, they lack understanding of the impact of the social media marketing usage to achieve better SME's social media presence performance. In this regard, this research will enable those fitness studios and gyms SMEs in the UAE to identify whether digital media usage, social media influencers, eWOM, and viral marketing communications would be able to enhance their performance in terms of improving social media presence and eventually, sales. Moreover, this research will fill the gap in the literature by determining the impact of digital media usage, social media influencers, eWOM, and viral marketing on the SMEs' social media presence performance in the UAE.
The writer has to assume that we will undertake a qualitative research approach, what will the researcher do in the below approaches when it comes to the SME's in the fitness industry , assuming that we will interview either, trainers, or GYM managers or owners:
1. Narrative Design
2. Phenomenological design
3. Grounded theory design
4. Ethnographic study
5. Case study
see the example attached that you need to follow.
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