The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review

Authors

  • Vivi Herlina
  • Syahmardi Yacob Faculty of Economics and Business, Universitas Jambi, Indonesia
  • Johannes Johannes Faculty of Economics and Business, Universitas Jambi, Indonesia
  • Ade Octavia Faculty of Economics and Business, Universitas Jambi, Indonesia

DOI:

https://doi.org/10.22437/pirj.v1i1.17183

Keywords:

customer engagement, entrepreneurial orientation, market orientation, marketing performance, social media marketing

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.

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Published

2022-02-18

How to Cite

Herlina, V., Yacob, S., Johannes, J., & Octavia, A. (2022). The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review . Put It Right Journal, 1(1), 47-56. https://doi.org/10.22437/pirj.v1i1.17183