Analyzing Productive Families’ Business Over Social Media Using External Factors of SWOT Analysis: Case of Saudi Families

Abstract

Nowadays, Social media has not only captured the lives of Internet users but have captured the interest of many of the world's leading companies to attract the attention of many marketers, especially those whom interested in e-marketing, to become an integral part of any company or company's e-marketing plan. This field of social media takes place in a context where marketing plays a major role in the accomplishment of the tasks. Often social media can be an important means of creating valuable opportunities for the Saudi families business to achieve their goals in promoting and advertising their products. Therefore, the analysis of data from social media sites can provide useful decision-making information for families businesses; however, How Saudi productive families business can make investment opportunity and product development through social media? This preliminary study provides the proof of the factors for which the productive families’ uses of the external factors of (SWOT) framework which are Opportunities, and Threats (OT) model. The research methodology had done by gathering qualitative data from productive families’ interviews about the use of social media by using “UTAUT”. The researcher found that social media is perceived as a valuable tool in customer acquisition, advertising, and sales. The study also reveals that social media has many positives with the major concern of the apprehension of dealing with unknown persons.

Keywords: productive families’ business (PFB), families business sector, SMEs sectors, SWOT Framework, Strengths, Weakness, Opportunities, Threats.