Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery

Zahara, Zakiyah; Ikhsan, .; Santi, Ira Nuriya; Farid,

doi:10.1080/23311975.2023.2204592

Cited by 19 publications

(7 citation statements)

References 59 publications

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“…Furthermore, the study found that EO positively impacts the SMUC, emphasising the importance of providing freedom and top management support for innovation activities. This positive influence of EO on SMUC aligns with the study by Fang et al (2022), Susanto et al (2023 and Zahara et al (2023). Additionally, the research highlighted the positive impact of SMUC on business performance, emphasising the social media role in reducing marketing costs, improving customer satisfaction and increasing customer numbers, aligning with previous studies (Qalati et al, 2022;Tajvidi & Karami, 2021).…”

Section: Discussionsupporting

confidence: 87%

“…Entrepreneurial firms, by fostering innovation, proactive engagement, risk-taking, adaptability, customer orientation and strategic resource allocation, can leverage social media platforms to drive customer engagement, brand awareness and business success (Fang et al, 2022;Susanto et al, 2023). Previously, (Susanto et al, 2023;Zahara et al, 2023) confirmed a positive effect of EO on SMUC and calls future studies to empirically test the proposed relationship. Therefore, we postulate the following hypothesis:…”

Section: Effect Of Entrepreneurial Orientation On Social Media Use Ca...mentioning

confidence: 90%

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Dynamic firm performance: Entrepreneurship, knowledge, social media, customer relationship management, environment

Siddiqui,

Yusheng,

Ravina-Ripoll

et al. 2024

South African Journal of Business Management

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Purpose: This article establishes a connection between entrepreneurial orientation (EO) and firm performance, exploring the mediating effects of knowledge-based capabilities (KBC), social media use capabilities (SMUCs) and customer relationship management capabilities (CRMCs), with moderation by environmental dynamism (ED). Utilising the resource-based view (RBV) framework and a mediation moderation model, the research empirically explores these connections.Design/methodology/approach: Data were gathered via a survey from 900 listed firms in Ethiopia and China, spanning manufacturing and service industries. The questionnaire underwent translation into Chinese and Amharic from English. A quantitative approach, utilising convenience sampling for survey distribution, was employed. SPSS 24 software facilitated mediation analysis, revealing no concerns related to discriminant validity.Findings/results: The findings affirm the positive impacts of EO on KBC, SMUC and CRMC in China, while only on SMUC in Ethiopia. In addition, a positive mediation of KBC, SMUC and CRMC between EO and firm performance. Additionally, ED moderated the link between SMUC, CRMC and firm performance.Practical implications: Our study recommends that policymakers and managers should invest in training programmes and information technology, organising workshops to educate staff on the effective use of social media tools. This investment holds substantial potential for dynamically transforming business models, processes and customer trends.Originality/value: This study adds to the current body of knowledge by exploring EO-firm performance correlation, incorporating the mediating effects of KBC, SMUC and CRMC while considering the moderating influence of ED.

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Section: Discussionsupporting

confidence: 87%

Section: Effect Of Entrepreneurial Orientation On Social Media Use Ca...mentioning

confidence: 90%

Dynamic firm performance: Entrepreneurship, knowledge, social media, customer relationship management, environment

Siddiqui,

Yusheng,

Ravina-Ripoll

et al. 2024

South African Journal of Business Management

View full text Add to dashboard Cite

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“…This is what makes mobile-based AR products accepted by users because through these products, MSMEs can carry out promotions through applications specifically created for their shops. In addition, this study supports research implications Zahara et al (2023) where MSMEs must continue to improve their capabilities and sharpen the implementation of marketing strategies. This capability increase is carried out by integrating photos into the application to make it easier for customers to choose products.…”

Section: Discussionsupporting

confidence: 67%

How to Improved MSMEs Competitiveness in Indonesia?: Augmented Reality for Digital Marketing Innovation

Situmorang,

Kustandi,

Khaerudin

2024

JTP

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This research aims to analyze the development of Augmented Reality (AR) as a digital marketing innovation in tourist villages in West Java. This research uses the Borg and Gall (2003) development model with quantitative and qualitative data analysis techniques. The research results show that this mobile-based AR is said to be feasible for use with an average feasibility test value of 78.7%. The implication of this research is tourist villages in promoting their tourism potential starting from tourist destinations to MSMEs. Apart from that, the presence of MSMEs can also encourage the potential of culinary tourism in tourist villages so that they can develop further following technological developments.

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“…Beyond mere purchasing, digital technology permeates various aspects of marketing, including customer acquisition, brand promotion, consumer retention, and sales enhancement. (Zahara et al, 2023) emphasize the strategic significance of digital resources in marketing, facilitating real-time interaction with consumers and ultimately leading to customer satisfaction. The ease of digital shopping, characterized by transactions completed with just a few clicks, underscores the considerable influence of digital marketing on shaping consumer preferences and purchasing decisions, laying the groundwork for further investigation into its effects in this study.…”

Section: Introductionmentioning

confidence: 99%

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

Purnamasari,

Hermawan,

Junaedi

2024

eCo-Buss

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This study delves into the complex interactions between entrepreneurial marketing, product quality, and digital marketing within Indonesia's dynamic digital marketplace, aiming to decipher their combined impact on purchase decisions. Employing a quantitative causal approach alongside Structural Equation Modeling (SEM) and Smart PLS software, the research endeavors to uncover the underlying mechanisms driving consumer behavior in this context. Findings indicate that while Entrepreneurial Marketing may not exert a direct influence on purchase decisions, both Product Quality and Digital Marketing play significant roles in shaping consumer choices. Notably, Digital Marketing emerges as a crucial moderating factor, enhancing the effects of Entrepreneurial Marketing and Product Quality on purchase decisions. These results underscore the pivotal role of digital platforms in influencing consumer behavior and preferences. The study provides actionable insights for businesses, advocating for the integration of digital marketing strategies and the promotion of high-quality products to effectively engage online consumers and drive purchasing behavior. While acknowledging limitations such as sample size and generalizability, this research lays the groundwork for future investigations into the nuanced dynamics of digital marketing's impact on marketing strategies and product quality enhancement. Overall, this study contributes to advancing the understanding of digital consumer behavior, emphasizing the transformative potential of digital marketing in today's evolving digital marketplace.

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Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery

Cited by 19 publications

References 59 publications

Dynamic firm performance: Entrepreneurship, knowledge, social media, customer relationship management, environment

Dynamic firm performance: Entrepreneurship, knowledge, social media, customer relationship management, environment

How to Improved MSMEs Competitiveness in Indonesia?: Augmented Reality for Digital Marketing Innovation

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

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