Social Media and Product Branding for MSMEs Actors

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia thrive and provide hope for small businesses. They are starting from the culinary business, fashion, education, automotive, agribusiness, tour & travel, innovative products, internet technology, cosmetics/beauty, event-organizer, cleaning services, children's needs, etc. MSMEs are business activities carried out by individuals or privately owned business entities. The focus of MSME business is ordinarily on one Line of business. Moreover, it is easy to start compared to large-scale businesses. This study uses a qualitative approach with phenomenological methods. This study seeks to reveal the experiences of MSME actors when interpreting the various uses of social media in supporting their businesses. The subjects of this study amounted to 14 MSME actors of various ages, moreover, various types of businesses. Data collection techniques is by conducting in-depth interviews, namely to reveal the natural story of each individual's life experience. The results showed that social media such as Facebook, Instagram, YouTube, Twitter, TikTok, Whatsapp, and Line provided space for interaction and communication between sellers and consumers. Social media helps the branding process attract users' attention and expand new followers as potential customers. The implication of this study is to maintain politeness in communicating with the language without being abbreviated. Moreover, caring for consumers.

The Strategic Role of Social Media as a Marketing Communication Tool to Enhance the Competitiveness and Sales of MSMEs

“…By leveraging engaging content and targeted marketing campaign strategies, social media becomes a powerful instrument for Small and Medium Enterprises (SMEs) in increasing brand awareness. If a planned and creative approach is built, SMEs can utilize social media platforms to build and strengthen their brand image in the eyes of consumers (Hadi, 2022). Consistency in using social media allows for strengthening brand existence and helps create a strong and cohesive brand identity across all communication channels.…”