Vivi Herlina, Syahmardi Yacob, Johannes Johannes, A. Octavia
{"title":"Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review","authors":"Vivi Herlina, Syahmardi Yacob, Johannes Johannes, A. Octavia","doi":"10.22437/pirj.v1i1.17183","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":151734,"journal":{"name":"Put It Right Journal","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-02-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Put It Right Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.22437/pirj.v1i1.17183","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 2
Abstract
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.