Social Media Content among MSMEs: A Content Analysis
Keywords:
Business performance, consumer engagement, content analysis, social media content.
Abstract
This study provides a thorough content analysis of previous research and scholarly works on social media usage and its content by micro, small, and medium enterprises (MSMEs). Understanding the many viewpoints and insights found in the literature is crucial, given the growing impact of social media on business dynamics. This study intends to uncover recurrent topics, approaches, trends, and knowledge gaps regarding MSMEs' social media content strategy through a comprehensive review and analysis of previous research. The goal of this research is to provide a thorough understanding of the opportunities and problems faced by MSMEs in creating effective social media content by combining and critically analyzing the corpus of existing work. The analysis's conclusions not only synthesize the body of knowledge now available but also guide future studies and provide valuable suggestions for improving MSMEs' social media initiatives.
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References
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Gandhi, M., & Kar, A. K. (2022). How do Fortune firms build a social presence on social media platforms? Insights from multi-modal analytics. Technological Forecasting and Social Change, 182, 121829. https://doi.org/10.1016/j.techfore.2022.121829
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Kechik, T. S. M. L. T., Luqman, A., Li, C. C., & Leman, F. (2023). The Impact of Social Media Adoption on SMEs’ Performance: A TOE Framework Content Analysis. International Journal of Economics and Management, 17(2), 165–176. https://doi.org/10.47836/ijeam.17.2.02
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Kumala, M. S., & Sijabat, R. (2022). Analysis of the Effect of Social Media Marketing on MSME Performance at Citra Cosmetic Makassar. Kontigensi: Scientific Journal of Management, 10(1), 100–105.
Kumar, R., Singh, T., Mohanty, S. N., Goel, R., Gupta, D., Alharbi, M., & Khanna, R. (2023). Study on online payments and e-commerce with SOR model. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-03-2023-0137
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Lin, B., & Shen, B. (2023). Study of Consumers’ Purchase Intentions on Community E-commerce Platform with the SOR Model: A Case Study of China’s “Xiaohongshu” App. Behavioral Sciences, 13(2), 103. https://doi.org/10.3390/bs13020103
Lin, H.-C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621–633. https://doi.org/10.1016/j.bushor.2017.05.006
Lingling, L., & Ye, L. (2023). The impact of digital empowerment on open innovation performance of enterprises from the perspective of SOR. Frontiers in Psychology, 14, 1109149. https://doi.org/10.3389/fpsyg.2023.1109149
Liu, H., Lee, K. T., & Bai, S. (2023). Exploring Motivations for TikTok Usage and Impact Factors of TikTokers’ Continuance Intention. Ingenierie Des Systemes d’Information, 28(2), 389–400. https://doi.org/10.18280/isi.280214
Maulida, M., Sari, Y., Mustamin, N. F., Baskara, A. R., Wijaya, E. S., & Sheilawati, S. (2023). Analysis of User Behavioural Intentions on Receiving Health Information from TikTok Short Videos. 2023 Eighth International Conference on Informatics and Computing (ICIC), 1–6. https://doi.org/10.1109/ICIC60109.2023.10381895
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Murdiati, E., Jawazi, J., Zakaria, N. B., & Musa, K. (2023). Does University-Industry Engagement Assist Women in Generating Business Income in Emerging Economies? Evidence from Malaysia. Economies, 11(9), 239. https://doi.org/10.3390/economies11090239
Pal, S., Thilaka, N., Tripathi, N., & Kayal, S. (2022). User’s engagement through social media advertisements: a comparative study on the micro-scale industry. https://doi.org/10.21203/rs.3.rs-1877199/v1
Quan, N. M., Khoa, B. T., & Nguyen, V. T.-T. (2023). Electronic Word-Of-Mouth Behavior Of Passengers In The Airport The Combination Of Sor And Commitment-Trust Theory. Management Practice. https://doi.org/10.58861/tae.bm.2023.4.01
Salam, S., & Hoque, A. S. M. M. (2019). The Role of Social Media and Effect of Relationship Marketing on SME Performance in Bangladesh: Multi-Group CFA. Asian People Journal (APJ), 2(1), 12–31. www.uniszajournals.com/apj
Salim, M. N., Abd Rahman, N. H., Susilastuti, D., Wibowo, E. W., Marlapa, E., & Abd Samad, K. (2024). Application of MSME and Green Economy Principles for Sustainability in Indonesia and Malaysia. Tec Empresarial, 19(1), 146–159.
Senanu, B., Anning-Dorson, T., & Tackie, N. N. (2023). Social media insights for non-luxury fashion SMEs in emerging markets: evidence from young consumers. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/JFMM-02-2022-0026
Sharma, M., Sharma, M., & Mehta, A. (2024). E-commerce and Social Media Marketing: Impact of Advertising, Brand and Price on Brand Image of MSME. Academy of Marketing Studies Journal, 28(1).
SME Magazine Asia. (2023, October 16). Budget 2024: A Crossroads for Malaysian SMEs? SME Magazine Asia. https://sme.asia/budget-2024-a-crossroads-for-malaysian-smes/
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information and Management, 55(3), 308–321. https://doi.org/10.1016/j.im.2017.08.004
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The Star. (2022, September 8). Budget 2023: Digitalising SMEs Big Game Changer. The Star. https://www.thestar.com.my/business/business-news/2022/09/08/budget-2023-digitalising-smes-big-game-changer
The Star. (2023, January 19). Incentivise Budget 2023 to help SMEs say business groups. The Star. https://www.thestar.com.my/news/nation/2023/01/19/incentivise-budget-2023-to-help-smes-say-business-groups
Tyrväinen, O., Karjaluoto, H., & Ukpabi, D. (2023). Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content. Journal of Interactive Marketing, 10949968231157280. https://doi.org/10.1177/10949968231157281
Xu, Y., Chen, W., & Ow, T. T. (2023). The effects of social media posts’ characteristics on customer engagement: Evidence from WeChat. Information & Management, 60(7), 103854. https://doi.org/10.1016/j.im.2023.103854
Yin, L. W. (2023, February 9). Enabling SMEs to be a Catalyst to Advance Malaysia Forward. The Star. https://www.thestar.com.my/business/business-news/2023/02/09/enabling-smes-to-be-a-catalyst-to-advance-malaysia-forward
Yu, C. Z., Chan, T. J., & Zolkepli, I. A. (2023). Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM. International Journal of Data and Network Science, 7(1), 251–264. https://doi.org/10.5267/j.ijdns.2022.10.008
Zakaria, Z., Mohd Abd Majid, H. A., Ngali, N., & Kamaludin, M. A. (2022). Issues and Challenges of Micro Food Entrepreneurs in Dungun, Terengganu. Jurnal Intelek, 17(1), 104–115. https://doi.org/10.24191/ji.v17i1.15883
Bernama. (2022, June 23). SME Corp targets RM20m potential sales for MSME Week 2022. Malay Mail. https://www.malaymail.com/news/money/2022/06/23/sme-corp-targets-rm20m-potential-sales-for-msme-week-2022/13862
Bouwman, H., Nikou, S., & de Reuver, M. (2019). Digitalization, business models, and SMEs: How do business model innovation practices improve the performance of digitalizing SMEs? Telecommunications Policy, 43(9), 101828. https://doi.org/10.1016/j.telpol.2019.101828
Cazorla Milla, A., Mataruna-Dos-Santos, L. J., & Muñoz Helú, H. (2020). Content Strategy and Fan Engagement in Social Media, the Case of PyeongChang Winter Olympic and Paralympic Games. Annals of Applied Sport Science, 8(3). https://doi.org/10.29252/aassjournal.905
Department of Statistics Malaysia. (2023). Media Statement for Micro, Small & Medium Enterprises (MSMEs) Performance 2022.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behavior: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
Feng, N., Feng, H., Li, D., & Li, M. (2020). Online media coverage, consumer engagement and movie sales: A PVAR approach. Decision Support Systems, 131, 113267. https://doi.org/10.1016/j.dss.2020.113267
Gandhi, M., & Kar, A. K. (2022). How do Fortune firms build a social presence on social media platforms? Insights from multi-modal analytics. Technological Forecasting and Social Change, 182, 121829. https://doi.org/10.1016/j.techfore.2022.121829
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), 88–107. https://doi.org/10.1287/isre.1120.0469
Hsiao, S. H., Wang, Y. Y., Wang, T., & Kao, T. W. (2020). How social media shapes the fashion industry: The spillover effects between private labels and national brands. Industrial Marketing Management, 86, 40–51. https://doi.org/10.1016/j.indmarman.2019.02.022
Ikramuddin, I., Matriadi, F., Iis, E. Y., & Mariyudi, M. (2021). Marketing Performance Development: Application Of The Concept Of Digital Marketing And Market Orientation Strategy In The MSME Sector. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 1(2), 181–190. https://doi.org/10.54443/ijerlas.v1i2.85
Katz, E., & Foulkes, D. (1962). On the use of the mass media as “escape”: Clarification of a concept. Public Opinion Quarterly, 26(3), 377–388. https://doi.org/10.1086/267111
Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective. Telematics and Informatics, 53, 101376. https://doi.org/10.1016/j.tele.2020.101376
Kechik, T. S. M. L. T., Luqman, A., Li, C. C., & Leman, F. (2023). The Impact of Social Media Adoption on SMEs’ Performance: A TOE Framework Content Analysis. International Journal of Economics and Management, 17(2), 165–176. https://doi.org/10.47836/ijeam.17.2.02
Kraus, S., Gast, J., Schleich, M., Jones, P., & Ritter, M. (2019). Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources. Journal of Macromarketing, 39(4). https://doi.org/10.1177/0276146719882746
Kumala, M. S., & Sijabat, R. (2022). Analysis of the Effect of Social Media Marketing on MSME Performance at Citra Cosmetic Makassar. Kontigensi: Scientific Journal of Management, 10(1), 100–105.
Kumar, R., Singh, T., Mohanty, S. N., Goel, R., Gupta, D., Alharbi, M., & Khanna, R. (2023). Study on online payments and e-commerce with SOR model. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-03-2023-0137
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Lin, B., & Shen, B. (2023). Study of Consumers’ Purchase Intentions on Community E-commerce Platform with the SOR Model: A Case Study of China’s “Xiaohongshu” App. Behavioral Sciences, 13(2), 103. https://doi.org/10.3390/bs13020103
Lin, H.-C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621–633. https://doi.org/10.1016/j.bushor.2017.05.006
Lingling, L., & Ye, L. (2023). The impact of digital empowerment on open innovation performance of enterprises from the perspective of SOR. Frontiers in Psychology, 14, 1109149. https://doi.org/10.3389/fpsyg.2023.1109149
Liu, H., Lee, K. T., & Bai, S. (2023). Exploring Motivations for TikTok Usage and Impact Factors of TikTokers’ Continuance Intention. Ingenierie Des Systemes d’Information, 28(2), 389–400. https://doi.org/10.18280/isi.280214
Maulida, M., Sari, Y., Mustamin, N. F., Baskara, A. R., Wijaya, E. S., & Sheilawati, S. (2023). Analysis of User Behavioural Intentions on Receiving Health Information from TikTok Short Videos. 2023 Eighth International Conference on Informatics and Computing (ICIC), 1–6. https://doi.org/10.1109/ICIC60109.2023.10381895
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Murdiati, E., Jawazi, J., Zakaria, N. B., & Musa, K. (2023). Does University-Industry Engagement Assist Women in Generating Business Income in Emerging Economies? Evidence from Malaysia. Economies, 11(9), 239. https://doi.org/10.3390/economies11090239
Pal, S., Thilaka, N., Tripathi, N., & Kayal, S. (2022). User’s engagement through social media advertisements: a comparative study on the micro-scale industry. https://doi.org/10.21203/rs.3.rs-1877199/v1
Quan, N. M., Khoa, B. T., & Nguyen, V. T.-T. (2023). Electronic Word-Of-Mouth Behavior Of Passengers In The Airport The Combination Of Sor And Commitment-Trust Theory. Management Practice. https://doi.org/10.58861/tae.bm.2023.4.01
Salam, S., & Hoque, A. S. M. M. (2019). The Role of Social Media and Effect of Relationship Marketing on SME Performance in Bangladesh: Multi-Group CFA. Asian People Journal (APJ), 2(1), 12–31. www.uniszajournals.com/apj
Salim, M. N., Abd Rahman, N. H., Susilastuti, D., Wibowo, E. W., Marlapa, E., & Abd Samad, K. (2024). Application of MSME and Green Economy Principles for Sustainability in Indonesia and Malaysia. Tec Empresarial, 19(1), 146–159.
Senanu, B., Anning-Dorson, T., & Tackie, N. N. (2023). Social media insights for non-luxury fashion SMEs in emerging markets: evidence from young consumers. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/JFMM-02-2022-0026
Sharma, M., Sharma, M., & Mehta, A. (2024). E-commerce and Social Media Marketing: Impact of Advertising, Brand and Price on Brand Image of MSME. Academy of Marketing Studies Journal, 28(1).
SME Magazine Asia. (2023, October 16). Budget 2024: A Crossroads for Malaysian SMEs? SME Magazine Asia. https://sme.asia/budget-2024-a-crossroads-for-malaysian-smes/
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information and Management, 55(3), 308–321. https://doi.org/10.1016/j.im.2017.08.004
The Star. (2021, December 14). Strengthening SMEs - Backbone of the Economy. The Star. https://www.thestar.com.my/business/business-news/2021/12/13/strengthening-smes---backbone-of-the-economy
The Star. (2022, September 8). Budget 2023: Digitalising SMEs Big Game Changer. The Star. https://www.thestar.com.my/business/business-news/2022/09/08/budget-2023-digitalising-smes-big-game-changer
The Star. (2023, January 19). Incentivise Budget 2023 to help SMEs say business groups. The Star. https://www.thestar.com.my/news/nation/2023/01/19/incentivise-budget-2023-to-help-smes-say-business-groups
Tyrväinen, O., Karjaluoto, H., & Ukpabi, D. (2023). Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content. Journal of Interactive Marketing, 10949968231157280. https://doi.org/10.1177/10949968231157281
Xu, Y., Chen, W., & Ow, T. T. (2023). The effects of social media posts’ characteristics on customer engagement: Evidence from WeChat. Information & Management, 60(7), 103854. https://doi.org/10.1016/j.im.2023.103854
Yin, L. W. (2023, February 9). Enabling SMEs to be a Catalyst to Advance Malaysia Forward. The Star. https://www.thestar.com.my/business/business-news/2023/02/09/enabling-smes-to-be-a-catalyst-to-advance-malaysia-forward
Yu, C. Z., Chan, T. J., & Zolkepli, I. A. (2023). Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM. International Journal of Data and Network Science, 7(1), 251–264. https://doi.org/10.5267/j.ijdns.2022.10.008
Zakaria, Z., Mohd Abd Majid, H. A., Ngali, N., & Kamaludin, M. A. (2022). Issues and Challenges of Micro Food Entrepreneurs in Dungun, Terengganu. Jurnal Intelek, 17(1), 104–115. https://doi.org/10.24191/ji.v17i1.15883
Published
2024-10-01
How to Cite
Ghapar, M. A., & Luqman, A. (2024). Social Media Content among MSMEs: A Content Analysis. Information Management and Business Review, 16(3(I)S), 255-264. https://doi.org/10.22610/imbr.v16i3(I)S.4031
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Copyright (c) 2024 Marha Abdol Ghapar, Azyanee Luqman
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