“Role of Marketing and Communication Strategies in SME IPO Outcomes”

Abstract

This study examines the role of marketing and communication strategies in shaping the outcomes of SME Initial Public Offerings (IPOs). Effective communication plays a crucial role in influencing investor perceptions, market performance, and overall IPO success. The research reviews pre-IPO marketing efforts to build investor awareness, communication strategies during the IPO process to manage expectations, and post-IPO communication to sustain investor confidence and enhance market perception. Findings indicate that strategic use of communication channels significantly impacts investor relations and IPO performance. The study highlights the need for SMEs to adopt comprehensive and well-coordinated communication strategies to achieve a successful IPO and long-term market stability. Future research could explore the impact of emerging digital communication tools and the role of investor feedback in refining communication practices. The global implications of this study offer valuable insights for SMEs worldwide seeking to improve their IPO outcomes through effective communication strategies.