Survey Data & Interview Data

This research will investigate the views of SMEs on how they perceive modern (digital) LAM techniques and what their motivations are for adopting these techniques in response to digital disruption impacting their industry. The focus of this research is thus to advance the understanding of modern LAM techniques and develop a framework that may guide the SMEs in this respect. Recent developments in digital marketing media, in particular with social media has changed forever how people communicate. SMEs are being encouraged by their industry bodies and government to have an online presence and to keep pace with these developments. There is however, little research and understanding about how digital marketing media especially social media, affects personal behaviour and on how SMEs can take advantage of informal communication networks effectively (Wilcox & Stephen, 2014). This research will fill this gap and also assist marketers to better understand how the use and reliance on technology can improve message digestion and influence. This research will also contribute to the development of a touchpoint analysis model to categorise the mix of LAM techniques adopted by SMEs.

本研究将调研中小型企业（Small and Medium Enterprises，SMEs）对现代（数字化）LAM技术的认知，以及它们为应对所在行业遭受的数字颠覆而采用此类技术的动机。因此，本研究的核心目标在于深化对现代LAM技术的理解，并开发一套可在此领域为中小型企业提供指导的框架。
数字营销媒介的最新发展——尤以社交媒体为甚——彻底重塑了人们的沟通方式。行业协会与政府均鼓励中小型企业搭建线上阵地，以跟上此类发展趋势。然而，目前学界对数字营销媒介（尤其是社交媒体）如何影响个体行为，以及中小型企业应如何有效利用非正式沟通网络的相关研究与认知仍较为匮乏（Wilcox & Stephen，2014）。
本研究将填补这一研究空白，并助力营销从业者更好地理解技术的使用与依赖如何提升信息的传递效果与影响力。本研究还将助力开发触点分析模型（touchpoint analysis model），以对中小型企业所采用的各类LAM技术组合进行分类。