A Systematic Literature Review on Social Media Marketing in Small and Medium Enterprises

Kanth, Grishma; Prasad, R. Siva Rama

doi:10.1177/09708464221129005

Cited by 7 publications

(5 citation statements)

References 42 publications

(35 reference statements)

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“…In a digital environment, customer trust can be enhanced through web interaction that guarantees the security of personal data and user validity. In e-commerce environments, trust is a directional relationship between two parties who can be referred to as the trust giver and the trust receiver [87]. Web interactions should also provide detailed information about the transaction process, so that users do not get confused, such as warranty information, and the validity of the seller's address, indeed the company must guarantee the clarity of the information.…”

Section: Trust and Transparencymentioning

confidence: 99%

Online Customer Engagement: A Systematic Literature Review using PRISMA protocol

Attaoui,

Gaber

2024

int.jour.sci.res.mana

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Customer engagement (CE) is a crucial marketing concept whose relevance has been further enhanced by the growth of social media and digital marketing. While the significance of CE is widely recognized, the research in this domain is notably fragmented, characterized by diverse definitions and conceptualizations found in the literature. This fragmentation raises concerns, as the absence of standardization may result in misunderstanding and contribute to increased divergence in future research. This paper presents a systematic review of customer engagement using PRISMA protocol by delivering its antecedents, outputs, and influencing factors. We focus on three main features: the relationship quality (i.e., trust, satisfaction, and commitment), the channel integration quality, and digital transparency. As a result, we provide hypotheses of a micro-level conceptual model for customer engagement. We also highlight the adoption of technological innovation (e.g., Artificial Intelligence, Machine Learning, GhatGPT) to foster online customer engagement.

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Section: Trust and Transparencymentioning

confidence: 99%

Online Customer Engagement: A Systematic Literature Review using PRISMA protocol

Attaoui,

Gaber

2024

int.jour.sci.res.mana

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“…Prior research has produced varying results regarding the antecedents and impact of Facebook and Instagram adoption on business performance, leaving significant gaps in the social media adoption literature (Kanth & Prasad, 2023). While some research has examined Facebook and Instagram adoption among SMEs, more focused investigations are required to determine the antecedents that influence the adoption of Facebook and Instagram in marketing and their impact on marketing performance of SMEs in developing countries (Khan & Zhang, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

Khan,

Malaka

2023

ECIE

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Despite the growing body of literature on social media adoption in marketing, there appears to be a lack of research on the specifics and ramifications for small and medium-sized enterprises (SMEs), which are an important segment of the business world. This study aims to address this gap by investigating the use of Facebook and Instagram in marketing among fast-food SMEs in Pakistan, a developing country. To achieve this goal, the study employs the technology-organisation-environment (TOE) framework and a multiple case study approach to analyse the antecedents of Facebook and Instagram adoption and their impact on marketing performance. Data was collected through semi-structured interviews with thirty fast-food SMEs in Pakistan and analysed using thematic analysis. The study reveals that several antecedents influence the adoption of Facebook and Instagram in marketing among SMEs, including interactivity, cost-effectiveness, owner support, customer pressure, and market scope. Furthermore, the adoption of these social media platforms impacted marketing performance, as it enhances brand awareness and customer buying interest. The study's findings offer a conceptual framework on the antecedents of Facebook and Instagram adoption in marketing among fast-food SMEs in Pakistan, with implications for their marketing performance. The study's conceptual framework can serve as a foundation for future research exploring social media adoption in other SMEs and industries. This study has both practical and theoretical contributions. At the practical level, it provides suggestions for fast-food SMEs in Pakistan on how to adopt social media platforms effectively for marketing purposes. At the theoretical level, it enriches the existing literature on social media adoption in SMEs.

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“…According to the study by Akhtar in 2011, it illustrated that the online interactive experience and detailed feedback forms are mainly used to bridge a positive bond between business organizations and customers [9]. Therefore, enterprises have taken more actions to understand the power of social media marketing, which may be the leading factor in gaining opportunity [10]. Moreover, there is little research finding to prove how to maximize the influence between SMM and the engagement of clients.…”

Section: Social Media Marketingmentioning

confidence: 99%

“…There are some existing researches have attempted to explicate why enterprises conduct SMM. According to the findings of Kanth and Prasad in 2023, it is still a need for new metrics to measure the return on investment (ROI) in small and medium enterprises [10]. Additionally, Jackson stated in a study that about half of the users on Twitter and Facebook admitted that it is more likely for them to share their opinions and recommend people around to the products or services they engaged with [11].…”

Section: Social Media Marketingmentioning

confidence: 99%

Consumer’s Purchase Intention Towards Organic Products: How Social Media Advertising Exposure Frequency Influences Consumer Purchase Decision in the Organic Food Industry

2023

Advances in Economics, Business and Management Research

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In recent years, the demand for organic products has been on the rise, and consumers are increasingly interested in purchasing organic food products due to their perceived health benefits and environmental advantages. While the organic food industry has experienced significant growth in recent years, businesses within this industry are faced with the challenge of effectively reaching and engaging with their target audience to drive consumer behavior and increase purchase intention. The purpose of this study is to examine the relationship between social media advertising exposure frequency and consumer purchase intention in the organic food industry. The study provides insights into the effectiveness of social media advertising frequency of exposure in driving consumer behavior and increasing purchase intention for organic food products. Specifically, the surveybased study will investigate the extent to which exposure to social media advertising impacts consumer purchase intention. By exploring these questions, this study offers suggestions for advertisers' further social media marketing design.

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A Systematic Literature Review on Social Media Marketing in Small and Medium Enterprises

Cited by 7 publications

References 42 publications

Online Customer Engagement: A Systematic Literature Review using PRISMA protocol

Online Customer Engagement: A Systematic Literature Review using PRISMA protocol

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

Consumer’s Purchase Intention Towards Organic Products: How Social Media Advertising Exposure Frequency Influences Consumer Purchase Decision in the Organic Food Industry

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