Identification of MSME product and service marketing strategies using social networking in Indonesia

Nurmala Nurmala

doi:10.21744/ijbem.v5n2.1899

Authors

Nurmala
ibu.nurmala@gmail.com
Politeknik Negeri Pontianak, Indonesia

Keywords:

identification, marketing, MSME products, social networks

Abstract

Marketing any business product is essential to do. In today's technological era, the most effective marketing is digital means, especially social networks, which are phenomenal in many circles. This study will try to identify the marketing strategy of MSME products through social networks. We searched electronically for data on literature sources, especially online marketing strategies. The data we found by searching digitally on much literature in the form of books, journal publications, and other sources. We analyzed the data with a phenomenological approach. Computational data analysis involves a comprehensive data coding system, in-depth evaluation, and interpretation to find comprehensive and valid answers. After discussing these findings, we conclude that social networks offer many marketing options through various social media platforms. MSME products can be promoted with very cheap or even free payment systems. The several strategies that we have summarized, among others, by creating a marketing blog, communicating merchandise, establishing relationships, and designing exciting content. Thus, this finding is beneficial for business, academics, and policymakers.

Downloads

Download data is not yet available.

References

Abbott, M. L., & McKinney, J. (2013). Understanding and applying research design. John Wiley & Sons.

Adam, M., Ibrahim, M., Ikramuddin, I., & Syahputra, H. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) in Indonesia. International Journal of Supply Chain Management, 9(3), 1210-1220.

Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.

Ali, S., Haider, Z., Munir, F., Khan, H., & Ahmed, A. (2013). Factors contributing to the students academic performance: A case study of Islamia University Sub-Campus. American journal of educational research, 1(8), 283-289.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

Armstrong, C. G., Delia, E. B., & Giardina, M. D. (2016). Embracing the social in social media: An analysis of the social media marketing strategies of the Los Angeles kings. Communication & Sport, 4(2), 145-165.

Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.

Castronovo, C., & Huang, L. (2012). Social media is an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117-134.

Chang, Y., Yu, H., & Lu, H. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.

Chung, C., & Austria, K. (2010). Social media gratification and attitude toward social media marketing messages: A study of the effect of social media marketing messages on online shopping value. Proceedings of the Northeast Business & Economics Association.

Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and Behavioral Sciences, 148, 40-57.

Darma, G. S., & Noviana, I. P. T. (2020). Exploring digital marketing strategies during the new average era in enhancing the use of digital payment. Jurnal Mantik, 4(3), 2257-2262.

Derham, R., Cragg, P., & Morrish, S. (2011). Creating value: An SME and social media.

Di Domenico, G., Sit, J., Ishizaka, A., & Nunan, D. (2021). Fake news, social media, and marketing: A systematic review. Journal of Business Research, 124, 329-341.

Dollwet, S. (2020). Social media marketing 2019: To reach millions of customers without wasting your time and money-proven ways to grow your business on Instagram, YouTube, Twitter, and Facebook, Alakai Publishing LLC.

Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. (2019). A perspective over modern SMEs: Managing brand equity, growth, and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., . . . Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.

Esubalew, A. A., & Raghurama, A. (2020). The mediating effect of entrepreneurs’ competency on the relationship between Bank finance and performance of micro, small, and medium enterprises (MSMEs). European Research on Management and Business Economics, 26(2), 87-95. https://doi.org/10.1016/j.iedeen.2020.03.001

Evans, D. (2010). Social media marketing: The next generation of business engagement John Wiley & Sons.

Eze, S. C., Chinedu-Eze, V. C., & Awa, H. O. (2021). Critical success factors (KSFs) underlying social media marketing technology adoption. Sage Open, 11(2), 21582440211006695.

Faulds, D. J., & Mangold, W. G. (2014). Developing a social media and marketing course. Marketing Education Review, 24(2), 127-144.

Febriyantoro, M. T. (2016). Pemikiran irasional para perokok. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 11(2).

Femenia-Serra, F., & Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. Information and communication technologies in tourism 2020 (pp. 65-78) Springer.

Gregori, G. L., Marinelli, L., & Temperini, V. (2015). We use digital marketing tools in SMEs: Needs, problems, and opportunities. An empirical study in the Marche region. International Journal of Sales, Retailing and Marketing, 4(4), 69-77.

Gupta, H., & Barua, M. K. (2016). Identifying enablers of technological innovation for Indian MSMEs using best–worst multi criteria decision making method. Technological Forecasting and Social Change, 107, 69-79. https://doi.org/10.1016/j.techfore.2016.03.028

Hackworth, B. A., & Kunz, M. B. (2010). Health care and social media: Building relationships via social networks. Academy of Health Care Management Journal, 6(1).

He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), 464-472.

Heldman, A. B., Schindelar, J., & Weaver, J. B. (2013). Social media engagement and public health communication: Implications for public health organizations being truly "social ."Public Health Reviews, 35(1), 1-18.

Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: A conceptual framework. Journal of Research in Interactive Marketing.

Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.

Jobs, C. G., & Gilfoil, D. M. (2014). A social media advertising adoption model for reallocation of traditional advertising budgets. Academy of Marketing Studies Journal, 18(1), 235.

Kee, A. W. A., & Yazdanifard, R. (2015). The review of content marketing as a new trend in marketing practices. International Journal of Management, Accounting, and Economics, 2(9), 1055-1064.

Khurana, S., Haleem, A., & Mannan, B. (2019). Determinants for integration of sustainability with innovation for Indian manufacturing enterprises: Empirical evidence in MSMEs. Journal of Cleaner Production, 229, 374-386. https://doi.org/10.1016/j.jclepro.2019.04.022

Kijkasiwat, P., Wellalage, N. H., & Locke, S. (2021). The impact of symbiotic relations on the performance of micro, small and medium enterprises in a small-town context: The perspective of risk and return. Research in International Business and Finance, 56, 101388. https://doi.org/10.1016/j.ribaf.2021.101388

Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of qualitative descriptive studies: A systematic review. Research in Nursing & Health, 40(1), 23-42.

Kumar, P., Kumar, V., & Mishra, J. M. (2015). A prospective study on the online marketing of small and medium enterprises (SMEs) in the services sector in India. International Journal of Applied Research, 1(9), 910-914.

Lo, F. Y., & Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137, 10-18. https://doi.org/10.1016/j.techfore.2018.09.029

Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share for construction SMEs. Construction Economics and Building, 21(1), 65-82.

Mandasari , I. C. S. ., & Pratama , I. G. S. . (2020). The use of e-commerce during COVID-19 pandemic towards revenue and volume of MSMEs sales. International Research Journal of Management, IT and Social Sciences, 7(6), 124-130. https://doi.org/10.21744/irjmis.v7n6.1022

Nobre, H., & Silva, D. (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19(2), 138-151.

Pich, J., Hazelton, M., Sundin, D., & Kable, A. (2011). Patient-related violence at triage: A qualitative descriptive study. International Emergency Nursing, 19(1), 12-19.

Pollák, F., & Markovi?, P. (2021). Size of the business unit as a factor influencing adoption of digital marketing: Empirical analysis of SMEs operating in the central European market. Administrative Sciences, 11(3), 71.

Reyes-Menendez, A., Correia, M. B., Matos, N., & Adap, C. (2020). I understand online consumer behavior and eWOM strategies for sustainable business management in the tourism industry: sustainability, 12(21), 8972.

Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in interactive Marketing.

Sam, K. M., & Chatwin, C. (2015). Online consumer decision-making styles for enhanced understanding of Macau online consumer behavior. Asia Pacific Management Review, 20(2), 100-107.

Sammis, K., Lincoln, C., & Pomponi, S. (2015). Influencer marketing for dummies John Wiley & Sons.

Sandoval-Almazan, R., & Gil-Garcia, J. R. (2014). Towards cyberactivism 2.0? Understanding social media and other information technologies for political activism and social movements. Government Information Quarterly, 31(3), 365-378.

Santos, O. N., Santos, M. S., Dragas, C. D., & Posadas, M. A. (2022). Effective digital marketing strategies used by MSMEs in NCR under new normal. Journal of Business and Management Studies, 4(1), 124-130.

Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102. https://doi.org/10.1016/j.jik.2020.08.001

Scott, D. M. (2015). The new rules of marketing and PR: Using social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Sharma, P., Shah, J., & Patel, R. (2022). Artificial intelligence framework for MSME sectors with focus on design and manufacturing industries. Materials Today: Proceedings. https://doi.org/10.1016/j.matpr.2021.12.360

Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing.

Sintani, L., Fransisca, Y., Anjarini, A. D., & Mulyapradana, A. (2021). Identification of the effectiveness of higher education marketing strategies using social media. International Research Journal of Management, IT and Social Sciences, 9(1), 1-9. https://doi.org/10.21744/irjmis.v9n1.1994

Soegoto, E., & Utomo, A. (2019). Marketing strategy through social media. Paper presented at the IOP Conference Series: Materials Science and Engineering, 662(3) 032040.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002

Turale, S. (2020). A brief introduction to qualitative description: A research design worth using. Pacific Rim International Journal of Nursing Research, 24(3), 289-291.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing Sage.

Uitz, I. (2012). Is social media worth the trouble? Journal of Internet Social Networking & Virtual Communities, 2012, 1.

Vásquez, J., Aguirre, S., Puertas, E., Bruno, G., Priarone, P. C., & Settineri, L. (2021). A sustainability maturity model for micro, small and medium-sized enterprises (MSMEs) based on a data analytics evaluation approach. Journal of Cleaner Production, 311, 127692. https://doi.org/10.1016/j.jclepro.2021.127692

Wardhana, A. (2015, April). Strategi digital marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia. In Seminar Nasional Keuangan Dan Bisnis IV (pp. 327-337).

Weber, K., Story, M., & Harnack, L. (2006). Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites. Journal of the American Dietetic Association, 106(9), 1463-1466. https://doi.org/10.1016/j.jada.2006.06.014

Zarella, D. (2010). Das Social Media Marketing Buch. Auflage, Köln.