Social media engagement on MSMEs’ business performance: a systematic review of almost a decade

Social media has become an important part of marketing strategy for micro, small, and medium enterprises (MSMEs) as it offers a cost-effective way to reach a larger audience base besides allowing engagement with customers in such a brief period of time. Social media can significantly influence the performance of MSMEs in terms of brand awareness, customer satisfaction, sales, and many more. Nevertheless, more systematic studies should be done to uncover the elements contributing towards business performance in the social media scenario. This article aims to systematically review past literatures that have been done in the social media engagement towards business performance scene. The ROSES review protocol serves as a guide for this systematic review. From the initial results of 252 records, only 22 relevant articles in line with the study’s objective were selected. The majority of the studies were done in developing countries, ranging from the year 2015 to 2023. Elements under the engagement variable include sales/promotion, user-generated content, firm-generated content, comments, likes, shares, customer relationships, and communication, while for the performance variable, keywords were grouped into elements of financial and non-financial performance. These findings are anticipated to serve as a foundation for future research and contribute to the enhancement of MSMEs' performance.
Customer relations, ROSES (review protocol), Small business