The role of geo-cultural product attractiveness and acculturative aesthetic attractiveness in enhancing the relationship between innovation and SMEs marketing performance

Munir, Abdul; Ilyas, Gunawan Bata; Maming, Jumidah; Kadir, Nuraeni

doi:10.5267/j.msl.2020.5.036

Cited by 14 publications

(13 citation statements)

References 1 publication

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“…Thus, every change in the Brand Articulating Capability variable will contribute to increasing SMEs Marketing Performance. It is in line with the findings of a study by Munir, Ilyas, Maming, and Kadir (2020), which found that marketing capability significantly affects marketing performance. Also, in line with studies by Morgan et al (2009), Song et al (2005, and Bayighomog Likoum, Shamout, Harazneh, and Abubakar (2020) which state that capabilities in marketing, especially brand management, enable companies to gain a sustainable competitive advantage and achieve business success.…”

Section: Fig 2 Structural Modelsupporting

confidence: 91%

The impact of digital marketing and brand articulating capability for enhancing marketing capability

Munir¹,

Kadir²,

Umar³

et al. 2023

10.5267/j.ijdns

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Small and Medium Enterprises (SMEs) have a central role in the Indonesian economy. SMEs are a driver of the Indonesian economy and non-oil exports and have a significant role in absorbing labor. The SME sector in Indonesia generally has several obstacles, one of which is marketing constraints. The ability to build and communicate brands to customers tends to be low, so it has not been able to bind customers and affect the marketing performance of SMEs. This ability during the pandemic has worsened, as can be seen from the deteriorating marketing performance of SMEs. This study attempts to fill the research gap between digital marketing and marketing performance. This study offers the concept of Brand Articulating Capability to bridge the gap between Digital Marketing in increasing Marketing Performance. Three hypotheses were developed and tested in a sample frame of 230 SMEs in South Sulawesi, Indonesia. The analysis was carried out using Structural Equation Modelling to test the research. The study's findings support the model using the following variables: Digital Marketing has a significant effect on Marketing Performance, Digital Marketing has a significant impact on Brand Articulating Capability, and the Brand Articulating Capability variable has a mediating and strategic role in improving marketing performance.

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Section: Fig 2 Structural Modelsupporting

confidence: 91%

The impact of digital marketing and brand articulating capability for enhancing marketing capability

Munir¹,

Kadir²,

Umar³

et al. 2023

10.5267/j.ijdns

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“…The above has been empirically confirmed by authors such as Elbedweihy (2016), Kumar et al (2018), Hsu et al (2018) etc. The company success in market competition depends largely on product attractiveness, uniqueness and creativity (Munir et al, 2020). Attractiveness of product largely depends on design, as well as quality and price of product, and presents an incentive for consumers to make initial purchase.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The effect of country - of - origin image trough quality, design and attractiveness related to product on consumer loyalty

Šapić¹,

Lazarević²,

Filipović³

2021

EurJ Appl Econ

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The main goal of this research is to determine whether there is an impact of country - of -origin image on consumer loyalty to products originating from countries with positive and recognizable image and whether this impact is achieved through characteristics such as product quality and design, and attractiveness related to using the same. To examine this impact, an empirical study was conducted on a sample of 150 respondents and analysis of collected data was performed in SPSS 20. The results show that information about country of -origin image is important to consumers and has an impact on their behavior related to buying foreign product. More precisely, results show that country - of -origin image affects consumers when they choose products based on their quality and design and attractiveness that consumers feel when using these products, and also that through these characteristics country - of -origin image has effects on consumer loyalty. In accordance with the obtained results, conclusion is that it is extremely desirable for companies and governments to take into account the image that their country enjoys on the world market.

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“…SMM has a positive correlation to business performance [25]. Previous studies on social media marketing show both direct and indirect effects on marketing performance [26,27]. SM assist SMEs because of its minimal expense and usability and has been demonstrated to assist SMEs with getting to a significant number of consumers [28].…”

Section: Social Media Marketing and Smes Business Performancementioning

confidence: 99%

Social Media Marketing and Its Impact on SMEs' Business Performance

Lestari,

Sulastri,

Shihab

et al. 2024

KSS

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Social media plays an essential role in marketing communications. This study aimed to investigate the impact of social media marketing on SMEs’ business performance. Quantitative methods were used and data analysis was done using descriptive statistics. Samples were selected using the accidental sampling method. Data collection technique was conducted by distributing questionnaires to 42 SME owners in Palembang, South Sumatera. Our findings indicated that 76 percent of respondents used social media for marketing activities. Social media marketing had an impact on annual sales performance ranging from 10 to 30 percent. There are several limitations to this study. First, analysis techniques only use quantitative descriptive analysis, and the sample number was limited to only 42 SMEs in Palembang. This study contributes to the digital marketing literature, especially in the SME sector, by providing an initial empirical description of SMEs’ Social Media Marketing. Keywords: social media marketing, business performance, SMEs

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The role of geo-cultural product attractiveness and acculturative aesthetic attractiveness in enhancing the relationship between innovation and SMEs marketing performance

Cited by 14 publications

References 1 publication

The impact of digital marketing and brand articulating capability for enhancing marketing capability

The impact of digital marketing and brand articulating capability for enhancing marketing capability

The effect of country - of - origin image trough quality, design and attractiveness related to product on consumer loyalty

Social Media Marketing and Its Impact on SMEs' Business Performance

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