Formulation of the MSMEs marketing recovery strategy in the new normal post Covid

This study aims to develop a strategic model for the restoration of marketing among Micro, Small, and Medium Enterprises (MSMEs). The analysis focuses on the antecedents of marketing strategies that support the recovery of MSME marketing in the creative economy sector during the post-COVID-19 new normal era. The proposed marketing strategy model examines the partial and simultaneous effects of product innovation and Electronic Word of Mouth (e-WoM) on MSME marketing recovery. A quantitative explanatory research design was employed, with data collected through questionnaires completed by 395 respondents using a convenience sampling technique. The data were analysed using a multiple linear regression model with SPSS version 22. The findings demonstrate that MSME marketing recovery can be achieved by adopting marketing strategies centred on Electronic Word of Mouth (e-WoM) and product innovation. However, product innovation was found to play a more dominant role in supporting marketing recovery than e-WoM. The hypothesis that e-WoM is the key strategy for marketing recovery was not supported. Therefore, future research is recommended to develop more comprehensive models by incorporating additional digital marketing strategy variables.