To Be or Not to Be? The Opportunities and Challenges of Social Media Marketing for Rural Micro Enterprises in Taiwan

Social media platforms have become important channels for personal and business communication nowadays. Rural microenterprises (MEs), which are generally location unfavorable and resource lacking, need to find affordable and effective ways to market their brands and products to survive, even succeed. Both quantitative and qualitative research approaches were applied in this study. It was found the major challenges for rural MEs to adopt social media marketing are knowledge and capability enhancing, manpower deployment, customer interaction skill increasing, and quality online content creating.