Strategic Utilization Of Ewom By SME Managers In The UAE: Insights From A Focus Group Study

Abstract

This study examines the strategic utilization of electronic word-of-mouth (eWOM), influencer marketing, and customer testimonials by small and medium-sized enterprises (SMEs) in the United Arab Emirates (UAE) to enhance brand trust, customer engagement, and business performance. While prior research has predominantly focused on consumer perspectives, this study adopts a managerial lens to address a notable gap in the literature, particularly within the Gulf region. Using a qualitative methodology, the researcher conducted a 90-minute focus group discussion (FGD) with five SME leaders owners, CEOs, and managers from diverse sectors. Thematic analysis, based on Braun and Clarke’s (2006) framework, identified five core themes: (1) active managerial engagement with eWOM, (2) dynamic communication strategies, (3) authentic influencer partnerships, (4) culturally resonant customer testimonials, and (5) eWOM monitoring as a strategic advantage. The findings highlight how SME leaders in the UAE adapt digital engagement strategies to navigate a multicultural, technologically advanced, and highly regulated market. Despite the small sample size, the study offers valuable insights into leadership-driven eWOM practices that align with the UAE's Vision 2030. It provides context-specific recommendations for improving SME digital visibility and fostering customer loyalty in the current landscape. The research foregrounds managerial interpretations and responses to eWOM, contributing to both practical understanding and future scholarship in this area.