Utilization of Digital Technology-Based Marketing For the Development of Micro, Small and Medium Enterprises
DOI:
https://doi.org/10.55980/ebasr.v2i2.71Keywords:
Marketing, Digital Technology, MSMEs, Business Strategy, Social NetworkAbstract
This study examines the importance of digital technology-based marketing as a strategy to develop Micro, Small and Medium Enterprises (MSME). The method used was the study of literature. The advancement of information technology is growing. Some MSME activities use information technology to launch their business. The increasing number of competitors is a challenge for business owners who are unable to innovate to improve the current competitive situation. Digital marketing is widely chosen as a strategy as business improvement because of its low cost and effectiveness. Utilizing social media in marketing strategies has the potential to help MSME business actors market their products. Micro, Small and Medium Enterprises must be literate in information technology in order to make it easier to market their products to remote areas
References
Alhamami, A. A., Hashim, N. A., Hamid, R. A., & Hamid, S. N. A. (2021). The adoption of social media by small and medium enterprise: A systematic literature review. Indonesian Journal of Electrical Engineering and Computer Science, 24(2), 1220–1227. https://doi.org/10.11591/ijeecs.v24.i2.pp1220-1227
Aly, H. (2022). Digital transformation, development and productivity in developing countries: is artificial intelligence a curse or a blessing? Review of Economics and Political Science, 7(4), 238–256. https://doi.org/10.1108/REPS-11-2019-0145
Balatska, N., Radkevych, L., Robul, Y., Vdovichena, O., & Strenkovska, A. (2022). Digital Technologies and Digital Marketing: New Opportunities for Tourism and Hospitality Business. Financial and Credit Activity: Problems of Theory and Practice, 6(47), 424–432. https://doi.org/10.55643/fcaptp.6.47.2022.3924
Cant, M. C., & Wiid, J. A. (2020). The Role and Importance of Marketing in South African Township SMMEs. Academic Journal of Interdisciplinary Studies, 9(5), 90–101. https://doi.org/10.36941/ajis-2020-0088
Casais, B. (2023). Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change. Social Marketing Quarterly, 29(3), 208–224. https://doi.org/10.1177/15245004231186903
Çipi, A., Fernandes, A. C. R. D., Ferreira, F. A. F., Ferreira, N. C. M. Q. F., & Meidutė-Kavaliauskienė, I. (2023). Detecting and developing new business opportunities in society 5.0 contexts: A sociotechnical approach. Technology in Society, 73(February). https://doi.org/10.1016/j.techsoc.2023.102243
Domegan, C. (2021). Social marketing and behavioural change in a systems setting. Current Opinion in Environmental Science and Health, 23, 100275. https://doi.org/10.1016/j.coesh.2021.100275
Fu, X., Avenyo, E., & Ghauri, P. (2021). Digital platforms and development: a survey of the literature. Innovation and Development, 11(2–3), 303–321. https://doi.org/10.1080/2157930X.2021.1975361
Gonzalez, K., Portocarrero, F. F., & Ekema, M. L. (2023). Disposition activation during organizational change: A meta‐analysis. Personnel Psychology, 76(3), 829–883. https://doi.org/10.1111/peps.12513
Gutierriz, I., Ferreira, J. J., & Fernandes, P. O. (2023). Digital transformation and the new combinations in tourism: A systematic literature review. Tourism and Hospitality Research, 0(0), 1–20. https://doi.org/10.1177/14673584231198414
Han, Q., Lucas, C., Aguiar, E., Macedo, P., & Wu, Z. (2023). Towards privacy-preserving digital marketing: an integrated framework for user modeling using deep learning on a data monetization platform. Electronic Commerce Research, 23(3), 1701–1730. https://doi.org/10.1007/s10660-023-09713-5
Hanna, N. K. (2020). Assessing the digital economy: aims, frameworks, pilots, results, and lessons. Journal of Innovation and Entrepreneurship, 9(1), 1–16. https://doi.org/10.1186/s13731-020-00129-1
Inman, J. J., & Nikolova, H. (2017). Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns. Journal of Retailing, 93(1), 7–28. https://doi.org/10.1016/j.jretai.2016.12.006
Jafari-Sadeghi, V. (2020). The motivational factors of business venturing: Opportunity versus necessity? A gendered perspective on European countries. Journal of Business Research, 113(December 2019), 279–289. https://doi.org/10.1016/j.jbusres.2019.09.058
Jin, H., & Hurd, F. (2018). Exploring the Impact of Digital Platforms on SME Internationalization: New Zealand SMEs Use of the Alibaba Platform for Chinese Market Entry. Journal of Asia-Pacific Business, 19(2), 72–95. https://doi.org/10.1080/10599231.2018.1453743
Leonhardt, J. M., Pezzuti, T., & Namkoong, J. E. (2020). We're not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information. Journal of Business Research, 112(March), 160–169. https://doi.org/10.1016/j.jbusres.2020.03.017
Liang, H., Shi, C., Abid, N., & Yu, Y. (2023). Are digitalization and human development discarding the resource curse in emerging economies? Resources Policy, 85(PB), 103844. https://doi.org/10.1016/j.resourpol.2023.103844
Luangrath, A. W., Peck, J., Hedgcock, W., & Xu, Y. (2022). Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality. Journal of Marketing Research, 59(2), 306–326. https://doi.org/10.1177/00222437211059540
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123(February 2020), 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Mohammad H Holle, Toatubun, M., Pellu, A., & Karanelan, M. (2023). The Global Digital Economy and the Spirit of Indonesian "Product" Nationalism. Entrepreneurship and Small Business Research, 2(1), 1–11. https://doi.org/10.55980/esber.v2i1.70
Peng, Y., Park, Y. A., Su, S., & Ma, J. (2023). Developing and Testing a Model of Dynamic Changes in Work–School Conflict and Workplace Deviance Over Time. Journal of Business and Psychology, 38(3), 589–605. https://doi.org/10.1007/s10869-022-09841-z
Priharsari, D., Abedin, B., Burdon, S., Clegg, S., & Clay, J. (2023). National digital strategy development: Guidelines and lesson learnt from Asia Pacific countries. Technological Forecasting and Social Change, 196(March), 122855. https://doi.org/10.1016/j.techfore.2023.122855
Riabova, T., Riabov, I., Vovchanska, O., Li, T., & Saienko, V. (2022). Peculiarities of Digital Marketing in the Era of Globalization: an Analysis of the Challenges. Financial and Credit Activity: Problems of Theory and Practice, 6(47), 160–171. https://doi.org/10.55643/fcaptp.6.47.2022.3940
Ryan, A., Stigzelius, I., Mejri, O., Hopkinson, G., & Hussien, F. (2023). Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets. Marketing Theory, 23(3), 463–487. https://doi.org/10.1177/14705931231153194
Sajeesh, S., Singh, A., & Bhardwaj, P. (2022). Optimal checkout strategies for online retailers. Journal of Retailing, 98(3), 378–394. https://doi.org/10.1016/j.jretai.2021.06.001
Salhab, H. A., Allahham, M., Abu-Alsondos, I. A., Frangieh, R. H., Alkhwaldi, A. F., & Ali, B. J. A. (2023). Inventory competition, artificial intelligence, and quality improvement decisions in supply chains with digital marketing. Uncertain Supply Chain Management, 11(4), 1915–1924. https://doi.org/10.5267/j.uscm.2023.8.009
Soegoto, E. S., Abhi Rafdhi, A., Jumansyah, R., Oktafiani, D., & Wihadi, M. (2023). A review of business development methods in enterprenuarship. Journal of Eastern European and Central Asian Research (JEECAR), 10(4), 599–608. https://doi.org/10.15549/jeecar.v10i4.1354
Ter Beek, M., Wopereis, I., & Schildkamp, K. (2022). Don't Wait, Innovate! Preparing Students and Lecturers in Higher Education for the Future Labor Market. Education Sciences, 12(9). https://doi.org/10.3390/educsci12090620
Ullah, I., Khan, M., Rakhmonov, D. A., Bakhritdinovich, K. M., Jacquemod, J., & Bae, J. (2023). Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises. Logistics, 7(3), 41. https://doi.org/10.3390/logistics7030041
Wang, S., & Wang, H. (2020). Big data for small and medium-sized enterprises (SME): a knowledge management model. Journal of Knowledge Management, 24(4), 881–897. https://doi.org/10.1108/JKM-02-2020-0081
Weinstein, A. (2023). Building and evaluating a customer value blog. Journal of Marketing Analytics, 11(3), 551–557. https://doi.org/10.1057/s41270-023-00229-3
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Muh. Arfah Basri, Siradjuddin Siradjuddin, Sudirman Sudirman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
