Social Media Marketing Strategy Strategic Content Capability and Social Engagement: A Pathway to Social Media Performance in Indonesian MSMEs
Article Sidebar
Main Article Content
Abstract
The tremendous development of social media usage—which now exceeds 5.4 billion people worldwide—has brought digital platforms to the center of marketing strategy. However, existing research frequently ignores the impact of strategic planning and internal content skills on engagement and performance. By investigating the impact of Digital Content Capability (DCC) and Social Media Marketing Strategy (SMMS) on Customer Engagement (CE) and Social Media Performance (SMP) among Indonesian fashion MSMEs, this study fills a significant knowledge gap. Data from 130 respondents were evaluated quantitatively using Structural Equation Modeling (SEM-PLS). The results suggest that DCC and SMMS have a considerable impact on CE, which then mediates their effect on SMP. The findings show that social media efficacy is based on more than just frequency or platform choice, but also on the strategic capacity to create relevant, consistent, and analytically driven content. This study provides both theoretical insights and practical methods for SMEs to improve their content strategies and digital outcomes.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
D. MacKinlay, “Social Media Statistics for 2025: The Game-Changing Data.” https://sonary.com/content/social-media-statistics-the-game-changing-data/?utm_source=chatgpt.com
G. Bianes, “Social media marketing growth: key statistics & trends.” https://soax.com/research/social-media-advertising-statistics?utm_source=chatgpt.com
A. A. Rapp, D. G. Bachrach, K. E. Flaherty, D. E. Hughes, A. Sharma, and C. M. Voorhees, “The Role of the Sales-Service Interface and Ambidexterity in the Evolving Organization,” J Serv Res, vol. 20, no. 1, pp. 59–75, 2017, doi: 10.1177/1094670516679274.
E. H. M. Payne, J. Peltier, and V. A. Barger, “Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms,” J. Res. Interact. Mark., vol. 15, no. 1, pp. 68–85, 2021, doi: 10.1108/JRIM-10-2020-0214.
R. Effing and T. A. M. Spil, “The social strategy cone: Towards a framework for evaluating social media strategies,” Int J Inf Manag., vol. 36, no. 1, pp. 1–8, 2016, doi: 10.1016/j.ijinfomgt.2015.07.009.
R. Felix, “Elements of strategic social media marketing: A holistic framework,” J Bus Res, vol. 70, pp. 118–126, 2017, doi: 10.1016/j.jbusres.2016.05.001.
Y. K. Dwivedi, “Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy,” Int J Inf Manag., vol. 66, 2022, doi: 10.1016/j.ijinfomgt.2022.102542.
A. Marchand, T. Hennig-Thurau, and J. Flemming, “Social media resources and capabilities as strategic determinants of social media performance,” Int. J. Res. Mark., vol. 38, no. 3, pp. 549–571, 2021, doi: 10.1016/j.ijresmar.2020.09.011.
M. R. Roosdhani, N. Farida, and F. Indriani, “From Likes To Sales: Study On Enhancing Social Media Performance For Indonesian Smes,” Int. J. Bus. Soc., vol. 24, no. 3, pp. 1157–1172, 2023, doi: 10.33736/ijbs.6407.2023.
R. J. Brodie, L. D. Hollebeek, B. Jurić, and A. Ilić, “Customer engagement: Conceptual domain, fundamental propositions, and implications for research,” J Serv Res, vol. 14, no. 3, pp. 252–271, 2011, doi: 10.1177/1094670511411703.
L. Dessart, C. Veloutsou, and A. Morgan-Thomas, “Capturing consumer engagement: duality, dimensionality and measurement,” J. Mark. Manag., vol. 32, no. 5–6, pp. 399–426, 2016, doi: 10.1080/0267257X.2015.1130738.
W. Tafesse and A. Wien, “Implementing social media marketing strategically: an empirical assessment,” J. Mark. Manag., vol. 34, no. 9–10, pp. 732–749, 2018, doi: 10.1080/0267257X.2018.1482365.
C. Ferreira, J. Robertson, and M. Reyneke, “How Many Likes Are Good Enough? An Evaluation of Social Media Performance,” J. Internet Commer., vol. 21, no. 3, pp. 341–363, 2022, doi: 10.1080/15332861.2021.1966724.
M. Zhang, “The impact of live video streaming on online purchase intention,” Serv. Ind. J., vol. 40, no. 9, pp. 656–681, 2020, doi: 10.1080/02642069.2019.1576642.
X. Zheng, S. Zhu, and Z. Lin, “Capturing the essence of word-of-mouth for social commerce: Assessing the quality of online e-commerce reviews by a semi-supervised approach,” Decis Support Syst, vol. 56, no. 1, pp. 211–222, 2013, doi: 10.1016/j.dss.2013.06.002.
A. Marchand, “Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities,” J. Interact. Mark., vol. 27, no. 3, pp. 141–157, 2013, doi: 10.1016/j.intmar.2013.05.001.
C. A. N. Afni and R. R. R. Roostika, “Pengaruh Aktivitas Pemasaran Media Sosial, Kepercayaan Merek Dan Persepsi Nilai Terhadap Niat Beli Makeup Lokal,” J. Ilm. Manajemen, Ekon. Akunt., vol. 8, no. 2, 2024, doi: 10.31955/mea.v8i2.4065.
D. Lee, “Advertising content and consumer engagement on social media: Evidence from Facebook,” Manag. Sci, vol. 64, no. 11, pp. 5105–5131, 2018, doi: 10.1287/mnsc.2017.2902.
M. Park, “Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective,” J. Retail. Consum. Serv., vol. 52, 2020, doi: 10.1016/j.jretconser.2019.101912.
J. F. Hair and M. Sarstedt, “Data, measurement, and causal inferences in machine learning: opportunities and challenges for marketing,” J. Mark. Theory Pract., vol. 29, no. 1, pp. 65–77, 2021, doi: 10.1080/10696679.2020.1860683.