Abstract
This study investigated how adopting social media and e-commerce can improve business strategies and have implications for increasing the revenue of small and medium enterprises (SMEs). The researchers conducted a study with 110 respondents of small and medium enterprises in Indonesia using two stages of analysis, namely a measurement model to assess validity and reliability and a structural model to test the hypothesis. The findings of the study revealed that social media and e-commerce have a significant impact on business strategies. This finding suggests that social media and e-commerce platforms increase visibility and access to a wider market and enable more personalized interactions with customers, optimization of marketing strategies, and operational efficiency. Other findings suggest that brand orientation can strengthen the influence of social media and e-commerce adoption on business strategies. Brand orientation is crucial in strengthening the relationship between social media and e-commerce adoption in SME business strategies. By focusing on brand orientation, SMEs can create a consistent and attractive identity across digital platforms, increasing consumer awareness and brand loyalty.
Metadata
Item Type: | Article |
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Creators: | Creators Email / ID Num. Febrian, Angga angga.febrian@ feb.unila.ac.id Patil, Brenda UNSPECIFIED Wibasuri, Anggalia Wibasuri UNSPECIFIED Novita Sari UNSPECIFIED Nyimas Latifah Azzahra UNSPECIFIED Pratama, Dafa Rafif UNSPECIFIED Indah Purnomowati UNSPECIFIED |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business |
Divisions: | Universiti Teknologi MARA, Shah Alam > Accounting Research Institute (ARI) |
Journal or Publication Title: | Asia-Pacific Management Accounting Journal (APMAJ) |
UiTM Journal Collections: | Listed > Asia-Pacific Management Accounting Journal (APMAJ) |
ISSN: | 2550-1631 |
Volume: | 19 |
Number: | 3 |
Page Range: | pp. 71-92 |
Keywords: | Social Media and E-Commerce Adoption, Brand Orientation, Business Strategy, Small and Medium Enterprises |
Date: | December 2024 |
URI: | https://ir.uitm.edu.my/id/eprint/111189 |