Open AccessRole of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review
Author(s) -
Vivi Herlina,
Syahmardi Yacob,
Johannes Johannes,
Ade Octavia
Publication year - 2022
Publication title -
put it right journal
Language(s) - English
Resource type - Journals
ISSN - 2828-4062
DOI - 10.22437/pirj.v1i1.17183
Subject(s) - marketing , business , social media marketing , social media , customer engagement , pandemic , marketing research , covid-19 , marketing strategy , market orientation , social marketing , marketing management , return on marketing investment , digital marketing , political science , medicine , disease , pathology , infectious disease (medical specialty) , law
The presence of social media affects the marketing strategies for all businesses. This study aimed to formulate a social media marketing model for SMEs during the Covid-19 pandemic. The study conducted a literature review that examined various studies in social media marketing customer engagement and marketing performance. The exogenous variables were entrepreneurial orientation and market orientation. This study provides a model for the social media marketing and customer engagement research model as the intervening variables and research questions development for further research.