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

Autor:	Vivi Herlina, Syahmardi Yacob, Johannes Johannes, Ade Octavia
Rok vydání:	2022
Předmět:	customer engagement market orientation marketing performance social media marketing entrepreneurial orientation
Zdroj:	Put It Right Journal; Vol. 1 No. 1 (2022): Put It Right Journal; 47-56
ISSN:	2828-4062 2828-478X
DOI:	10.22437/pirj.v1i1.17183
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::36bce94848979f64e2d64cff3c44e3a4 https://doi.org/10.22437/pirj.v1i1.17183 Zobrazit plný text záznamu