How and when does internal and external social media use for marketing impact B2B SME performance?

Zubielqui, Graciela Corral de; Jones, Jon

doi:10.1108/jbim-01-2022-0057

Cited by 12 publications

(5 citation statements)

References 112 publications

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“…This paradigm, which also applies to MSMEs, can be used to explain gaps in MSME marketing performance. Based on the RBV viewpoint, for a firm's resources to provide a sustainable competitive advantage, they must have scarcity and value-added qualities that are difficult to replicate [15]. The distribution of firm resources and competencies with these particular qualities is not uniform across the organization, which serves as the foundation for achieving better firm performance.…”

Section: Methodsmentioning

confidence: 99%

Digital Marketing and Market Entry Agility on the Marketing Performance of Pontianak Culinary Msmes

Ariadi,

Muis,

Cokki

2024

ijaeb

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This study examines the influence of digital marketing activities and market entry agility on marketing performance of Pontianak Culinary MSMEs. The sample size for this study consists of 31 culinary entrepreneurs in Pontianak. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study show that marketing performance is affected directly by market entry agility, but not by digital marketing, while market entry agility is directly affected by digital marketing. There is also an indirect effect of digital marketing on marketing performance through market entry agility. Additionally, this study suggests that Pontianak culinary MSMEs should enhance their digital marketing and market entry agility to improve marketing performance.

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Section: Methodsmentioning

confidence: 99%

Digital Marketing and Market Entry Agility on the Marketing Performance of Pontianak Culinary Msmes

Ariadi,

Muis,

Cokki

2024

ijaeb

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“…Gamification approaches have been found to effectively engage users by providing interactive experiences. Additionally, these strategies have been shown to create loyalty among users and enhance the interaction between businesses and consumers [25][26][27][28][29] . Nevertheless, an extensive examination of the existing body of literature has uncovered a notable scarcity of research that expressly centers on the interplay of emerging technologies, marketing tactics, digital marketing, and innovation.…”

Section: Digital Marketing and Innovationmentioning

confidence: 99%

Navigating the modern marketing landscape: Strategies and Innovations in contemporary marketing management

Ahmed,

Sur

2024

Eur. J. Multidiscip. Res.

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This study explores the dynamic field of marketing management in the perspective of the quickly changing business environment of today. Understanding and adjusting to these trends have become crucial for organizations looking to keep their competitive edge as technology, globalization, and changing consumer behaviours redefine the marketing environment. This essay examines the many facets of contemporary marketing management, including brand development, strategic planning, and the use of digital technologies. The study clarifies the tactics that companies should use to successfully engage and resonate with their target consumers by assessing the most recent trends, problems, and possibilities. This report analyzes key trends influencing marketing management strategies through a thorough analysis of recent research and practical data. It looks at how data analytics and market research can help businesses make more informed decisions by showing how they can use data-driven insights to improve consumer experiences and customize their strategy. The study also digs into the world of digital marketing, investigating the effects of influencer partnerships, content marketing, and social media on customer engagement and brand recognition. The study looks into how companies might use these platforms to create lasting bonds and promote customer loyalty. The report also discusses the idea of sustainability and ethical issues in marketing management. The study investigates how organizations might incorporate these concepts into their marketing tactics to be in line with shifting consumer attitudes as consumers expect greater transparency and ethical business practices. This research study emphasizes the dynamic character of marketing management in the modern business environment in its conclusion. A comprehensive understanding of marketing management's complexities is essential for developing strategies that resonate with the many preferences and needs of today's consumers as technology and consumer behaviours continue to transform the marketing landscape.

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“…Today, e-commerce encompasses a wide array of activities, including business-tobusiness (B2B) transactions, digital services, and even the exchange of intangible products such as information and knowledge [24]- [27].…”

Section: Evolution Of E-commercementioning

confidence: 99%

Transforming Commerce: A Bibliometric Exploration of E-Commerce Trends and Innovations in the Digital Age

Legito,

Eva Andriani

2023

ESISCS

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The digital era has ushered in a transformative shift in commerce, culminating in the rise of e-commerce as a dominant force in the global market. This study employs a comprehensive bibliometric analysis, utilizing VOSviewer, to delve into the intricate fabric of e-commerce trends and innovations within the context of the digital age. Through the exploration of publication trends, co-authorship networks, keyword clustering, citation patterns, and emerging technologies, this research maps the intellectual terrain of e-commerce research. The findings illuminate the multidimensional evolution of e-commerce, from personalized mobile experiences to the integration of cutting-edge technologies. The analysis highlights pivotal contributions, collaborative dynamics, and emergent themes, providing a holistic understanding of how commerce has been reshaped in the digital age.

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How and when does internal and external social media use for marketing impact B2B SME performance?

Cited by 12 publications

References 112 publications

Digital Marketing and Market Entry Agility on the Marketing Performance of Pontianak Culinary Msmes

Digital Marketing and Market Entry Agility on the Marketing Performance of Pontianak Culinary Msmes

Navigating the modern marketing landscape: Strategies and Innovations in contemporary marketing management

Transforming Commerce: A Bibliometric Exploration of E-Commerce Trends and Innovations in the Digital Age

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