Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective

PurposeSmall and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing (EM) is an alternative marketing management approach under the special conditions that describe SMEs. Therefore, the purpose of this paper is to investigate whether EM has a positive and significant effect on different aspects of performance of Iranian halal food SMEs.Design/methodology/approachA correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method. To analyze the data, structural equations modeling based on partial least squares is applied using SmartPLS 3.FindingsThe result of data analysis indicates a positive and significant effect of EM on the market and innovative performances of halal food SMEs. Nevertheless, the effect of EM on production performance of aforementioned companies is not confirmed. The findings also show that production, market and innovative performances of halal food SMEs result in their financial performance.Research limitations/implicationsThe study’s sample is limited to halal food SMEs of Iran. Although the objectives of the study have been aimed, more research can be done investigating this relationship in other companies from different sectors, contexts and countries. Similar studies can be conducted cross-culturally and in different Islamic countries.Practical implicationsFor halal food SMEs that tend to achieve better performance, obtaining improved innovative and market performances requires using EM activities effectively. This paper suggests that halal food SMEs should be innovative, proactive, opportunist, risk-taker and customer-oriented to achieve better market and innovative performances and consequently earn higher profits.Originality/valueThis is one of the earliest studies investigating the effects of EM in the halal food industry. Although very few papers practically recognized the impact of EM on the performance of SMEs and entrepreneurial ventures, the effect of this concept on halal food SMEs has remained unknown.

PurposeRecent technological and social changes have challenged manufacturing firms to remain competitive in increasingly dynamic markets. A way of facing these challenges is to foster organizational structures that encourage creativity. Although the general importance of organizational creativity for market success is undeniable, few studies on manufacturing firms have provided a nuanced view of how this relationship is affected by firm-external factors (e.g. different levels of market dynamism) and whether and how this leads to greater market success.Design/methodology/approachThis research uses survey data from 255 chief executive officers (CEOs) and top managers of manufacturing firms in Germany. The authors performed different regression analyses to test for direct, mediation, moderation and moderated mediation effects.FindingsThe findings show that, in highly dynamic markets, organizational support for creativity indeed helps manufacturing firms to remain competitive by positively influencing firms' innovation performance, which subsequently results in improved market performance. By contrast, in markets with low dynamism, organizational support for creativity has no impact on firms' innovation and market performance.Research limitations/implicationsFrom a theoretical perspective, this study introduces market dynamism as a novel, so-far underexplored firm-external factor that moderates the relationship between organizational support for creativity and innovation and market performance. This research thus enhances the understanding of the dynamics of organizational creativity and its effects on innovation and market performance in an organizational context of manufacturing firms.Practical implicationsIn general, this research emphasizes the importance of establishing a creativity-supporting environment to enhance innovation and market performance. Most importantly, this relationship depends on whether firms are active in highly dynamic or stable markets. Managers should thus consider the level of (future) market dynamism when making decisions about creativity-supporting work environments.Originality/valueThis research provides novel insights into how organizational support for creativity influences innovation and market performance in the manufacturing industry and introduces market dynamism as an important moderating factor.

Purpose Manufacturers increasingly resort to digital transformation to shape their competitiveness in the digital economy era, while supply chain (SC) collaborative innovation helps them cope with market uncertainties. However, whether and how digital transformation can facilitate SC collaborative innovation remain unclear. To address this gap, we aims to investigate the effects of digital transformation (strategy and capability) on SC collaborative (process and product) innovation and market performance. Design/methodology/approach We use partial least squares-structural equation modelling (PLS-SEM) with a sample of 210 Chinese manufacturers to investigate the effects of digital transformation (strategy and capability) on SC collaborative (process and product) innovation and market performance. Findings The results show that digital strategy and capability positively impact SC collaborative process and product innovation, which enhances market performance. In addition, SC collaborative innovation mediates the relationship between digital transformation and market performance. Originality/value This study contributes to the literature by identifying how digital transformation drives SC collaborative innovation towards improving market performance and providing practical guidance for enterprises in promoting digital transformation and SC collaborative innovation.

This study aims to analyze the influence of social media marketing on marketing performance and digital capability in service-sector SMEs. The first hypothesis states that social media marketing has a positive impact on marketing performance. However, the results indicate that this hypothesis is not proven, with a P-Value of 0.245, which is greater than the alpha value of 0.05, making the relationship insignificant. The second hypothesis posits that social media marketing has a positive effect on SMEs’ digital capability, which is confirmed with a P-Value of 0.000 (less than alpha 0.05). The third hypothesis states that digital capability positively influences marketing performance, also proven with a P-Value of 0.000. These results suggest that although social media marketing does not directly improve marketing performance in service-sector SMEs, it enhances SMEs’ digital capabilities, which, in turn, positively impact marketing performance. The study implies the importance of developing digital skills in SMEs to enhance marketing effectiveness. This research also provides recommendations for further studies considering different SME sectors and other mediating factors in the relationship between social media marketing and marketing performance.

This research aims to analyze the influence of market orientation on innovation capability and marketing performance, as well as examine the mediating role of innovation capability in the relationship between market orientation and marketing performance. The results of this quantitative research show that market orientation contributes to marketing performance and the formation of innovation capabilities, and that innovation capabilities of SMEs are reflected in attractive and safe products. This research contributes to an understanding the dynamics of market orientation, innovation, and marketing performance in SMEs in the context of Lamongan Regency. Managerial implications and policy recommendations are outlined based on research findings, with the hope of providing guidance for SMEs and related parties on improving marketing performance. These findings support the theory that market orientation can improve marketing performance with innovation capabilities. The practical implication of this research is that SMEs can strengthen their market orientation to increase product innovation. Keywords: market orientation, innovation capability, marketing performance

Purpose: The paper assesses the influence of key account management (KAM) and brand innovation on small and medium-sized enterprises (SMEs) marketing performance. Design/Methodology/Approach: The study draws on an explanatory research design to administer questionnaires to 200 business operators in the Kumasi metropolis of the Ashanti region. The sampling process is based on the availability and willingness of SME business operators to participate. Output from SPSS and SmartPLS was used for structural equation modelling to estimate the hypothesised relationships between KAM practices, brand innovation, and marketing performance. Findings: The results support the proposed relationships, demonstrating that KAM practices significantly impact the marketing performance of SMEs, specifically customer-oriented profitability and customer-oriented relationships. The findings further indicate that brand innovations mediate the influence of KAM practices on marketing performance. Research Limitation: Given that most respondents were top management of SMEs, there is a strong possibility of bias in the information provided, as they may have withheld details that could cast their organisation in a negative light. Practical Implication: The paper contributes to the operational dimensions of SMEs on the practical importance of implementing KAM practices and brand innovations to achieve higher marketing performance. Social Implication: The paper will help policymakers appreciate areas of business operations that require attention when developing policies aimed at the long-term survival of SMEs. Originality/Value: The study enhances our theoretical appreciation of how KAM and Brand innovation practices lead to marketing performance.

Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry

Purpose The purpose of this study is to identify the effect of halal certification on innovative and market business performance of halal-certified food companies in the Philippines. Through this empirical study, halal-registered and about-to-register companies would have a wider perspective and a realistic view on what to expect from halal certification. The study also hopes to enrich halal certification literature and contribute further to the better understanding of the relationship between halal certification and the business performance. Design/methodology/approach This empirical study primarily uses a quantitative approach in analyzing the relationship between halal certification and the business performance in terms of innovative and market performance. The primary data are gathered through a survey involving 211 food companies (141 halal-certified and 70 non-halal-certified). The results are analyzed using confirmatory factor analysis, structural equation modeling and independent sample t-test. Findings First, the analysis highlights that halal certification significantly affects innovative performance of halal-certified food companies. Second, the improvements in innovative performance lead to market performance improvements. Third, innovative performance fully mediates the relationship between halal certification and market performance. Finally, halal-certified food companies and non-halal-certified food companies have significant difference in terms of innovative performance and market performance. Research limitations/implications First, the population of this study consisted of only food companies in the Philippines listed in the Bureau of Product and Standard. Second, only the respective quality management representatives of the responding companies were the main respondent. Third, the samples used are from Philippines only. Therefore, the ability to generalize the reported results to all types of industry is restricted. To generalize the results of this study, additional research is desired to test the suggested model in various countries where Muslims are minority. Practical implications Understanding the impact of halal certification and its business value through empirical study should provide “about to be registered organizations” a wider perspective and a realistic view on what to expect after halal certification. It will provide factual evidences that may aid halal-certified companies in decision-making with respect to halal certification and whether it complicates or compliments their organizations’ business. Originality/value To the best of the author’s knowledge, no research has yet been conducted to investigate the impact of halal certification on business performance in the Philippines. This study, therefore, fills the gap in the research area. Through this empirical study, halal-registered and about-to-register organizations would have a wider perspective and a realistic view on what to expect from halal certification.

The conditions of the Covid-19 Pandemic since the beginning of 2020 have been followed by policies limiting community activities and strict controls that paralyzed almost all sectors of the community's economy, and decreased trade. This condition affects developments in the micro, small and medium enterprises (MSMEs) sector. This study, which took purposive sampling of MSME managers in the Surabaya area and its surroundings, explains the tactical steps taken by MSME entrepreneurs to maintain and develop their business through customer relationship management which is supported by the use of digital marketing media. The research data were collected through a questionnaire, and an analysis of the mean difference test was carried out through the paired t test, which proved that the probability of sales volume using digital marketing media was greater than conventional marketing media; the level of consumer response to MSMEs when using digital marketing media is greater than the use of conventional media; the intensity of interaction between MSME marketers and consumers who utilize digital marketing media is higher than conventional media; and opportunities for MSMEs to promote and offer back to consumers who use digital marketing media are greater than when using conventional media. It can be concluded that the implementation of the customer relationship management strategy directly affects marketing performance, and CRM which is supported by the use of digital marketing media has an effect on marketing performance. This study found that there are obstacles to using digital media as marketing media, namely the skills and abilities of MSME managers in designing products and designing digital marketing media features.

Objective: This study examines how marketing agility mediates the relationship between organizational learning and marketing performance in Indonesia's express delivery industry, highlighting strategies for improved adaptability and competitiveness. Theoretical Framework: This study builds on dynamic capabilities theory, organizational learning theory, and marketing agility frameworks to investigate how organizational learning drives marketing agility, which enhances marketing performance in Indonesia's express delivery industry. Method: This study uses a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 151 respondents via a structured questionnaire distributed through the Indonesian Express Delivery Service Association. Results and Discussion: Organizational learning boosts marketing agility, improving marketing performance in Indonesia's express delivery sector. Marketing agility is a mediator, highlighting the importance of a learning-oriented culture for market adaptation. This aligns with the dynamic capabilities framework, emphasizing competitive agility. Further research is recommended in other service sectors. Research Implications: This study emphasizes the role of organizational learning in enhancing marketing agility and performance in express delivery. Practically, firms should focus on continuous learning for adaptability. Theoretically, it advances the dynamic capabilities framework by linking learning and performance through marketing agility. These implications could encompass other service industries. Originality/Value: This study is the first to empirically examine the relationships among organizational learning, marketing agility, and marketing performance in Indonesia's express delivery sector. By highlighting marketing agility as a critical mediator, it offers insights into how continuous learning enhances organizational responsiveness and competitiveness, contributing to dynamic capabilities literature.

Indonesian MSMEs as the largest absorber of labor are expected to grow the export market. Riau Province is the area on the island of Sumatra that has the lowest market share index. This study aims to further test whether entrepreneurial orientation and market orientation have an effect on innovation and marketing performance. This research is explanatory research. The unit of analysis in this study is the MSME cluster fostered by Bank Indonesia in Riau Province in the Riau Province. The analysis used is Partial Least Square (PLS). The total population in this study was 277 MSMEs with a sample of 164 MSMEs from various clusters. Data collection techniques in this study used a questionnaire collected in the form of primary data. The results of this study indicate that market orientation has a significant effect on business innovation, entrepreneurial orientation has a significant effect on business innovation, market orientation has a significant effect on improving marketing performance, entrepreneurial orientation has a significant effect on marketing performance, business innovation has a significant effect on marketing performance, market orientation has a significant effect on marketing performance through business innovation, entrepreneurial orientation has a significant effect on marketing performance through business innovation.

The implementation of sustainable marketing strategies has become a crucial issue for MSMEs in the food and beverage sector as environmental sustainability and business competitiveness are increasingly being addressed. This study aims to analyze the influence of the Green Marketing Mix (7P) on the marketing performance of MSMEs in Indonesia from a Resource-Based View (RBV) perspective. The study employed a quantitative method through a survey of 136 MSMEs selected using a convenience sampling technique. Data were collected using a Likert-scale questionnaire, then analyzed using Structural Equation Modeling–Partial Least Squares SEM-PLS using SmartPLS. The results showed that green people, green processes, and green physical evidence had a positive and significant effect on marketing performance, while green products, green prices, green places, and green promotions did not show a significant direct effect. These findings indicate that MSMEs' internal operational capabilities based on human resources, processes, and environmentally friendly physical evidence, are more effective in improving marketing performance than other strategic elements. This research provides theoretical contributions in the development of RBV-based green marketing studies as well as practical implications for MSMEs and policymakers in designing sustainable marketing strategies oriented towards strengthening internal capabilities.

Social media marketing emerges as an appropriate method to assist MSMEs in marketing their products and interacting with their customers during the pandemic and the new normal. MSMEs can build significant business partnerships by engaging consumers as collaborators in actively reviewing and sharing the social value of the product on social media to improve marketing performance. This study had three goals: (1) analyzing the influence of social media marketing on social product value, (2) examining the effect of social product value on marketing performance, and (3) investigating the relationship between the influence of digital marketing and marketing performance. Purposive sampling has been used to select 112 respondents, including culinary MSMEs, that intensively promote their products on social media. Partial Least Squares SEM was used as a research method. According to this study, successful social media marketing raises the value of social products and marketing performance. Social media marketing develops the value of the social product, then improves marketing performance. This study revealed social product value as a moderating variable to empower the positive relationship between social media marketing and marketing performance. Keywords: social media marketing, social product value, marketing performance, and Culinary MSM

ABSTRACTDigitalization forces print media to transform into online media so that the number of online media increases. In January 2023, the Press Council noted that there were 1,711 media companies in Indonesia that had been verified. The largest number is online media, namely 902 companies. Data from the Press Workers Union (SPS) in 2022, the number of print media will decrease to only 399 media. The previous year there were still 593 print media. The BUMNTrack print magazine utilizes digital platform media in delivering news content to build a sustainable business in the digital era. The print magazine BUMNTrack, which is published once a month, has been transformed into bumntrack.co.id and BUMNTrack TV, whose news content can be seen on YouTube, Instagram, Facebook. Research title "Transformation of BUMNTrack News Content in Achieving Sustainable Business in the Digital Era". The research objective is to determine BUMNTRACK's content transformation strategy on digital media in achieving sustainable business. The research uses qualitative methods with a case study approach. Research results: The use of digital media by BUMN Track until December 2023 is as follows: 1) The bumntrack.co.id news site contains 10-15 news content related to BUMN per day. 2) The https://www.instagram.com/bumn.track account has 1,113 posts, 3,715 followers and 1,112 following. 3) The https://www.youtube.com/c/BUMNTrackTV account has 322 thousand subscribers and displays 435 videos related to BUMN news. 4) The transformation of BUMNTrack content into digital media has maintained BUMNTrack's credibility in the eyes of readers and clients in the center. The transformation of BUMNTrack's news content encourages sustainable business development amidst the decline in the media business. 5) The transformation of BUMNTrack content into digital media ensures that BUMNTrack's branding as a news media specifically for BUMN is maintained. A number of BUMNTrack marketing activities, including annual events such as the BUMN Branding and Marketing Award and the Environmental Social Responsibility Award (TJSL Award) always receive support from BUMN and BUMN. The transformation of news content into digital media carried out by BUMNTrack has encouraged efforts to build a sustainable business. Keywords: Sustainable Business, BUMN, Digital Media, Content Transformation

Market orientation is a way for companies to focus on customers so that customers continue to buy company products. Agility is an important ability of a company to increase a sustainable competitive advantage. This study was conducted based on the decline in batik sales in Pekalongan and the existence of a research gap on the relationship between market orientation and marketing performance. This paper aims to test empirically the mediating effect of agility on the relationship between market orientation and marketing performance. Data were collected from 190 SMEs in Pekalongan. The result shows that market orientation significantly affects agility and marketing performance, and agility significantly affects marketing performance. Furthermore, agility mediates the correlation between market orientation and marketing performance. The Marketing performance of Batik SMEs can be improved by developing market orientation and agility simultaneously. The role of market orientation in improving marketing performance will be more effective if it is done indirectly through agility.