Consumer engagement and the practice of Small and Medium Enterprises (SMEs) in social media / Norhaniza Md Akhir … [et al.]

Md Akhir, Norhaniza and Amirnordin, Nur Alia and Abd Karim, Hilwana and Maknu, Tengku Sharifeleani Ratul and Ramli, Zarifah Fadilah and Haron, Hazliza (2018) Consumer engagement and the practice of Small and Medium Enterprises (SMEs) in social media / Norhaniza Md Akhir … [et al.]. ASEAN Entrepreneurship Journal (AEJ), 4 (2): 12. pp. 113-122. ISSN 2637-0301 (e-ISSN)

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The term “engagement” is now receiving increasing attention among academicians and business practitioners across all industries including small and medium industries. However, the limited number of research leaves room for further exploration and understanding the nature and scope of consumer engagement. Drawing on literature analysis, this study provides marketing academics and practitioners’ insights into the consumer engagement concepts. The study reviews how the small and medium enterprises (SMEs) can generate business value from the use of social media. This study first identifies the key issues involved in the social media practice. It then explores the theoretical foundations of consumer engagement in the academic literatures and in specific business practice applications. The analysis found that social media plays an important role in the process of consumer engagement, which later contribute to the business value and able to generate benefits to the SMEs. The findings of the study will facilitate further understanding on the consumer engagement and the benefits resulting from the social media practice by small and medium enterprises (SMEs). The paper concludes with a discussion of implications for practice and further research.


Item Type: Article
Email / ID Num.
Md Akhir, Norhaniza
Amirnordin, Nur Alia
Abd Karim, Hilwana
Maknu, Tengku Sharifeleani Ratul
Ramli, Zarifah Fadilah
Haron, Hazliza
Divisions: Universiti Teknologi MARA, Shah Alam
Journal or Publication Title: ASEAN Entrepreneurship Journal (AEJ)
UiTM Journal Collections: UiTM Journal > ASEAN Entrepreneurship Journal (AEJ)
ISSN: 2637-0301 (e-ISSN)
Volume: 4
Number: 2
Page Range: pp. 113-122
Date: 2018
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