Websites whose purpose is to manage a firm presence on internet, facilitate information about the firm, display and sell their products or services, and serve as a means of communication with suppliers and customers, among other stakeholders.
Published in Chapter:
Do Spanish Family SMEs Make Appropriate Use of Their Organizational Websites?: An Analysis of Family Firms' Brand Promotion and Website Quality Level
Rubén Martínez-Alonso (University of Almería, Spain), María J. Martínez-Romero (University of Almería, Spain), and Daniel Rodríguez-Rodríguez (University of Almería, Spain)
Copyright: © 2021
|Pages: 20
DOI: 10.4018/978-1-7998-8003-5.ch010
Abstract
The aim of this chapter is to analyse how family SMEs use digital media, particularly organizational websites, to disseminate information about their products, services, history, etc. To this end, the authors perform a descriptive analysis of 32 organizational websites from privately owned family SMEs located in the region of Andalusia (Southern Spain), emphasizing two differentiating strategies: promotion of the family firm brand and website quality level. On the one hand, the findings show that family firms are to some degree reluctant to promote their family firm brand on their organizational websites, with the indicator of being a family firm as the most communicated. On the other hand, the findings reveal that family firms tend to develop organizational websites with an adequate quality level; however, the inclusion of components, such as FAQ or help sections or a bilingual option, need to be considered in the future.