The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review
Keywords:customer engagement, entrepreneurial orientation, market orientation, marketing performance, social media marketing
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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Copyright (c) 2022 Vivi Herlina, Syahmardi Yacob, Johannes Johannes, Ade Octavia
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.