Linking social media usage and SME's sustainable performance: The role of digital leadership and innovation capabilities

Borah, Prasad Siba; Iqbal, Shuja; Akhtar, Shamim

doi:10.1016/j.techsoc.2022.101900

Cited by 133 publications

(101 citation statements)

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“…Digital marketing focuses on how we offer products/services to make them more attractive and increase sales. While digital branding is done to introduce products in order to promote or form a good image and is easy to remember by consumers (Borah et al, 2022;Canhoto et al, 2021;Khurana et al, 2022). Even though it looks trivial, digital branding is essential to make products offered easy to recognize, to remember, and have more value in the eyes of customers.…”

Section: Resultsmentioning

confidence: 99%

Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta)

Dewi

Jamalullail

2022

ijjm

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Culinary, with various types of food and various menus, is now rife in the midst of society, especially during the current pandemic. It is added with the implementation of The Community Activities Restrictions Enforcement (CARE) by the government to limit the physical interaction between people and groups in an effort to reduce the transmission of COVID-19. With this implementation, the activities of people going out of the house are decreasing. This is what fosters public interest in buying food online. Companies that run online applications currently provide many attractive promos to attract the attention of consumers using their services. Marketing strategies and brands that exist in food trends businesses are diverse, in the current pandemic, there are many creative ideas for entrepreneurs to work with online culinary application service companies whose aim is to make it easier for consumers to buy food online. People who use this marketing and branding strategy also find it helpful because they don't need to leave the house to buy food, by using an application on their gadget the food will be delivered by an online motorcycle taxi driver (Ojol). Still because of the pandemic, many workers got laid off so many of them switch to opening a business, and most of the business they do is to open a contemporary culinary business. From the many culinary businesses that have sprung up, it also indirectly fosters the interest of entrepreneurs to open culinary businesses. The research method in this study used a qualitative descriptive with reference to the theory of Hierarchy Effect Models using the AIDA model as a stage of assistance in marketing targets to consumers. The source of the research data above was taken by using primary data (interviews and documentation). While the purpose of this study was to analyze the effect of the "Digital Branding" Strategy on food trends businesses in order to foster creativity and interest of Entrepreneurs in opening a culinary business or business opportunity, especially during the pandemic.

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Section: Resultsmentioning

confidence: 99%

Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta)

Dewi

Jamalullail

2022

ijjm

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“…As a result, more effective solutions for addressing environmental and social sustainability problems could be designed. Second, social media has been commonly viewed as an important channel for spreading knowledge about sustainability science and concepts [74]. As our proposed model can offer useful guidelines for select the most important and relevant keywords from social media data, it contributes to knowledge discovery and influencing factors identification of knowledge dissemination.…”

Section: Discussionmentioning

confidence: 99%

A Normalized Rich-Club Connectivity-Based Strategy for Keyword Selection in Social Media Analysis

et al. 2022

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In this paper, we present a study on keyword selection behavior in social media analysis that is focused on particular topics, and propose a new effective strategy that considers the co-occurrence relationships between keywords and uses graph-based techniques. In particular, we used the normalized rich-club connectivity considering the weighted degree, closeness centrality, betweenness centrality and PageRank values to measure a subgroup of highly connected “rich keywords” in a keyword co-occurrence network. Community detection is subsequently applied to identify several keyword combinations that are able to accurately and comprehensively represent the researched topic. The empirical results based on four topics and comparing four existing models confirm the performance of our proposed strategy in promoting the quantity and ensuing the quality of data related to particular topics collected from social media. Overall, our findings are expected to offer useful guidelines on how to select keywords for social media-based studies and thus further increase the reliability and validity of their respective conclusions.

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“…Most digital marketing aims to achieve several goals, including increasing market share and increasing sales revenue (Daud et al, 2022). Like Social Media platforms there is a significant impact on small business performance (Borah et al, 2022). Several authors identify, and measure Social Media returns in terms of sales performance (Yang & Kankanhalli, 2014) or the contribution of marketing ability to Social.…”

Section: The Impact Of Using Digital Marketing On Increasing Msme Salesmentioning

confidence: 99%

The Use of Digital Marketing and Its Impact on Increasing MSME Sales

Khaerani

Sudarmiatin

2022

ISS

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The increasing number of internet users provides opportunities for MSMEs to use digital marketing as one of their marketing strategies. There are several digital marketing platforms that can be used, including the Web, SEO, Social Media and others. This article discusses the use of digital marketing for MSMEs and the impact of using digital marketing on increasing MSME sales. The research method used is qualitative research. With the number of informants as many as 12 MSME owners who were interviewed with different types of businesses. The results show that social media is one of the most widely used digital platforms by MSMEs. And give the impact of an increase in sales of SMEs. In some MSMEs the increase in sales through online is no more than traditional sales.

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Linking social media usage and SME's sustainable performance: The role of digital leadership and innovation capabilities

Cited by 133 publications

References 50 publications

Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta)

Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta)

A Normalized Rich-Club Connectivity-Based Strategy for Keyword Selection in Social Media Analysis

The Use of Digital Marketing and Its Impact on Increasing MSME Sales

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