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Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement

In: Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

Author

Listed:
  • Erwin Erwin

    (Ciputra School of Business Makassar, Digital Business Management)

  • Yuyun Karystin Meilisa Suade

    (Ciputra School of Business Makassar, International Business Management)

  • Nur Alam

    (Nitro Makassar Institute of Business and Finance, Entrepreneurship & Management)

Abstract

Business actors now frequently use social media as a means of both product promotion and product sales. Today’s micro-businesses have benefited from a variety of social media trends to promote their businesses. The purpose of this study was to analyze the effect of using social media influencers, marketing contents and viral marketing campaigns in increasing customer engagement for micro businesses. The respondents were 289 micro-entrepreneurs who had used the services of influencers, marketing contents and viral marketing campaigns in their social media. The data were obtained using a questionnaire with a Likert scale (5 scale). The analysis used was Partial Least Square – Structural Equation Model (PLS-SEM) and the data was processed using WarpPLS Version 8.0. According to the study’s findings, micro-businesses can increase client engagement by utilizing social media influencers, marketing material, and viral marketing initiatives.

Suggested Citation

  • Erwin Erwin & Yuyun Karystin Meilisa Suade & Nur Alam, 2023. "Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement," Advances in Economics, Business and Management Research, in: Nairobi & Yuliansyah & Habibullah Jimad & Ryzal Perdana & Gede Eka Putrawan & Trio Yuda Septiawan (ed.), Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), pages 578-593, Springer.
    • Handle: RePEc:spr:advbcp:978-2-38476-064-0_58
    DOI: 10.2991/978-2-38476-064-0_58
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