Open AccessUtilization of Social Media and Its Impact on Marketing Performance: A Case Study of SMEs in Indonesia
Author(s) -
Berto Mulia Wibawa,
Imam Baihaqi,
Ninditya Nareswari,
Rachma Rizqina Mardhotillah,
Faras Pramesti
Publication year - 2022
Publication title -
international journal of business and society
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.236
H-Index - 15
ISSN - 1511-6670
DOI - 10.33736/ijbs.4596.2022
Subject(s) - social media , business , marketing , promotion (chess) , personalization , digital marketing , thematic analysis , social media marketing , digital media , qualitative research , advertising , sociology , social science , politics , world wide web , political science , computer science , law
The role of social media has changed both producer and consumer behaviour worldwide. It connects businesses and customers to communicate with each other seamlessly. Social media can bring many advantages for SMEs, but many SMEs still have not realized it. Several SMEs have higher marketing performance through social media channels, while most SMEs struggle to implement social media benefits because of their limitation in technological knowledge. This study explores why and how SMEs use social media and its impact on marketing performance by using an explanatory pilot study as a research method. The qualitative data analysis were examined through thematic analysis. The findings of this study provide nuance to explain the role of social media for SMEs in six main themes: (1) Branding, advertising, and promoting; (2) Enhancing community interaction and content sharing; (3) Building trust and relationships; (4) Reaching potential customers; (5) Digital marketing trends, and (6) Low-cost promotion and content customization. Another notable contribution of this study is the importance of social media adoption to improve SMEs' marketing performance through creative advertisement using lower marketing costs.