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Mar 19, 2023
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May 20, 2023
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Abstract
This review expands our insights into how micro, small, and medium enterprises or MSMEs cope with disruption in Metro Manila in the Philippines using social media marketing. COVID-19 accelerated certain processes forcing local businesses to embrace digital marketing transformation. Thus, it enables local businesses to intensify their social media marketing (SMM) efforts to remain relevant due to a series of lockdowns and government-initiated restrictions. Based on the systematic review, the researcher proposes a conceptual framework to answer the question: How can MSMEs cope with disruption through social media marketing to attain positive brand equity? The proposed conceptual framework looked into synonymous themes such as marketing competencies (MC), omnichannel strategies (OC), and brand equity (BE). Within the process, MSMEs can optimize their social media marketing strategies as a springboard to reimagine the new normal with significance on how the business would aggrandize its resources. Moreover, as of October 2021, the entire nation has entered the post-pandemic period, making this study pertinent for local enterprises. Indeed, MSMEs attempt to bounce back from a two-year incubus.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Guillen Jr, N. B. (2023). Coping with Disruption using Social Media Marketing: A Full Throttle. International Journal of Multidisciplinary: Applied Business and Education Research, 4(5), 1432-1441. https://doi.org/10.11594/ijmaber.04.05.04
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Thao, N. T. P., Nguyen Thi Phuong Thao, & Van Anh, N. (2020). Behavioral Intention Of Young Consumers Towards The Acceptance Of So-cial Media Marketing in Emerging Markets. Management Science, 24(2), 69–93. https://doi.org/10.2478/manment-2019-0047
Allen, M. (2019). Social Media Marketing of Qualita-tive Research: Blurring Commerce and Com-munity: Qualitative Inquiry, 25(6), 591–598. https://doi.org/10.1177/1077800418806594
Bastani, P., Hakimzadeh, S. M., & Bahrami, M. A. (2021). Designing a conceptual framework for misinformation on social media: A quali-tative study on COVID-19. BMC Research Notes, 14(1), 408. https://doi.org/10.1186/s13104-021-05822-2
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2021). Examining the global retail apocalypse during the COVID-19 pandemic using strategic om-nichannel management: A consumers' data privacy and data security perspective. Journal of Strategic Marketing, 29(7), 617–632. https://doi.org/10.1080/0965254x.2021.1936132
Chen, H., Huan Chen, Huan Chen, Ma, D., & Wang, R. (2021). Chinese entrepreneurs' experience of social media marketing: Perception, strategy and challenge. Journal of Research in Market-ing and Entrepreneurship, 23(2), 365–386. https://doi.org/10.1108/jrme-06-2019-0055
Chen, Z., & Peng, J. (2021). Should the assembly sys-tem with direct omnichannel introduce inte-grated management service? A game-theoretical modelling study. Electronic Com-merce Research, 1–44. https://doi.org/10.1007/s10660-020-09450-z
Chou, X., Nicola Ognibene Pietri, Loske, D., Dominic Loske, Loske, D., Klumpp, M., & Montemanni, R. (2021). Optimization Strategies for In-Store Order Picking in Omnichannel Retailing. APMS, 603–611. https://doi.org/10.1007/978-3-030-85902-2_64
Chryssoula Chatzigeorgiou & Evangelos Christou. (2020). Adoption of social media as distribu-tion channels in tourism marketing: A quali-tative analysis of consumers' experiences. 6(1), 25–32. https://doi.org/10.5281/zenodo.3603355
DTI. (2021). MSMEs During COVID-19 Crisis.
Dubbelink, S. I., Soria, C. H., & Constantinides, E. (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the covid‐19 pandemic. Sustainability
(Switzerland), 13(18). https://doi.org/10.3390/su131810310
Erlandsson, F. (2014). Marketing 2.0 – Managing the social web: A qualitative study about Swedish B2C companies social media mar-keting and their need for tools.
Eze, S. C., Chinedu-Eze, V. C., & Awa, H. O. (2021). Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technol-ogy. SAGE Open, 11(2), 215824402110066. https://doi.org/10.1177/21582440211006695
Facebook Media Kit. (2017). Building your brand on Facebook. Retrieved June 28, 2017 from http://facebook.com/ads/FacebookAds/Facebook_MediaKit_2010_US.pdf.
Guillen, N. B. (2021). Adherence to Quarantine Pro-tocols to Prevent the Spread of COVID-19: The Moderating Effect of Social Media Cam-paigns. Advances in Journalism and Commu-nication, 09(03), 85–101. https://doi.org/10.4236/ajc.2021.93007
Hlavac, R. P., (2020). Social Media Marketing MOOC. SMM, from https://www.coursera.org/specializations/social-media-marketing
HubSpot, & Talkwalker. (2021). Social Media Trends. Association for Computing Machin-ery. Communications of the ACM, 54(2), 17.
I. Prayoga & R. Y. Fridayani. (2021). Innovation and Creativity Marketing Product on Social Media.
Jessica Angelie, Anaya, Joana Marie, Tizon, & Jay An. (2019). Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration stu-dents of Polytechnic University of the Philip-pines.
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL), 1–11. https://doi.org/10.3389/fpsyg.2016.01117
Kahn, B. E. (2020). The Shopping Revolution. Whar-ton Press.
Kahn, B. E. (2021). Retail Marketing Strategy: How to Win Customers in an Era of Disruption. Wharton Press, 2021.
Komodromos, M., Papaioannou, T., & Adamu, M. A. (2018). Influence of online retailers' social media marketing strategies on students' per-ceptions towards e-shopping: A qualitative study. International Journal of Technology Enhanced Learning, 10(3), 218–234. https://doi.org/10.1504/ijtel.2018.092705
Kumpu, J., Pesonen, J., & Heinonen, J. (2021). Meas-uring the Value of Social Media Marketing from a Destination Marketing Organization Perspective. 365–377. https://doi.org/10.1007/978-3-030-65785-7_35
Lupo, C., & Stroman, J. R. (2020). Social Media Mar-keting Adoption Strategies: An Exploratory Multiple Case Study of Landscape Industry Small Businesses. 14(1), 211–220. https://doi.org/10.5590/jsbhs.2020.14.1.15
Malesev, S., Michael Cherry, Michael Cherry, & Cher-ry, M. I. (2021). Digital and Social Media Mar-keting—Growing Market Share for Construc-tion SMEs. Australasian Journal of Construc-tion Economics and Building, 21(1). https://doi.org/10.5130/ajceb.v21i1.7521
Marzuki, A. P. (2021). Low Cost Social Media Based Marketing Communication Mix Analysis On Medium Small Micro Enterprises In Parepare. 4(1), 10–24. https://doi.org/10.35326/medialog.v4i1.832
Matayka, J., & Coumbe-Lilley, J. (2016). Qualitative Pilot Study: Challenges Using Social Media Marketing To Reach and Engage Your Target Market. Journal of Kinesiology and Nutrition Student Research, 4.
McLean, G., & Wilson, A. (2016). Evolving the online customer experience ... Is there a role for online customer support? Computers in Hu-man Behavior, 60, 602–610. https://doi.org/10.1016/j.chb.2016.02.084
Meta. (2021). All About Facebook Marketing.
Nummelin, M. (2015). Instagram as a Marketing Tool—A Qualitative Study on Social Media Marketing for Swedish Interior Design SMEs.
Parida, D. K., & Kumar, P. (2020). Quantitative and Qualitative Factors that Influence Social Me-dia Marketing Effectiveness. 12, 807–813. https://doi.org/10.5373/jardcs/v12sp3/20201321
Romdonny, J., & Maulany, S. (2020). Contribution of Social Media in Increasing Marketing of Crea-tive Economy Product. 87–90. https://doi.org/10.2991/aebmr.k.200305.022
Suplico-Jeong, L., Bautista, R. A., Guillen, N. B., & Murad, N. S. (2021). Adherence to quarantine protocols to prevent the spread of COVID-19: The mediating effect of intrinsic and extrinsic motivations. AEDS. https://doi.org/10.1108/AEDS-05-2020-0122
Thao, N. T. P., Nguyen Thi Phuong Thao, & Van Anh, N. (2020). Behavioral Intention Of Young Consumers Towards The Acceptance Of So-cial Media Marketing in Emerging Markets. Management Science, 24(2), 69–93. https://doi.org/10.2478/manment-2019-0047