Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement

Erwin Erwin (), Yuyun Karystin Meilisa Suade () and Nur Alam ()
Additional contact information
Erwin Erwin: Ciputra School of Business Makassar, Digital Business Management
Yuyun Karystin Meilisa Suade: Ciputra School of Business Makassar, International Business Management
Nur Alam: Nitro Makassar Institute of Business and Finance, Entrepreneurship & Management

A chapter in Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 2023, pp 578-593 from Springer

Abstract: Abstract Business actors now frequently use social media as a means of both product promotion and product sales. Today’s micro-businesses have benefited from a variety of social media trends to promote their businesses. The purpose of this study was to analyze the effect of using social media influencers, marketing contents and viral marketing campaigns in increasing customer engagement for micro businesses. The respondents were 289 micro-entrepreneurs who had used the services of influencers, marketing contents and viral marketing campaigns in their social media. The data were obtained using a questionnaire with a Likert scale (5 scale). The analysis used was Partial Least Square – Structural Equation Model (PLS-SEM) and the data was processed using WarpPLS Version 8.0. According to the study’s findings, micro-businesses can increase client engagement by utilizing social media influencers, marketing material, and viral marketing initiatives.

Keywords: Social Media Influencer; Marketing Content; Viral Marketing Campaigns; Customer Engagement; Micro-Enterprise (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-064-0_58

Ordering information: This item can be ordered from
http://www.springer.com/9782384760640

DOI: 10.2991/978-2-38476-064-0_58

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().