Effectiveness of Digital Social Media Campaign Strategies for SMEs in Pakistan
DOI:
https://doi.org/10.56976/rjsi.v4i1.51Keywords:
Digital Social Media Campaign Strategies (DSMCS), Brand Reputation & Image (BRI), Customer Engagement (CE), Small Medium Enterprise Performance (SMEP)Abstract
This study aimed to investigate how digital social media campaign methods affected the performance of small and medium-sized businesses while controlling for the impacts of SMM efficacy elements, namely brand reputation and image and customer engagement. 176 respondents who were both directly and indirectly involved in the deployment of social media campaign methods in the marketing departments of SMEs made up the study's target audience and submitted data. 166 correct answers were subjected to a PLS-SEM analysis. Data were gathered using the probability sampling approach from several cities in Pakistan. The analytical findings about customer loyalty, brand recognition, and online entertainment have an impact on SMEs. Additionally, in light of the investigation, brand reputation and image play a significant role in client commitment to SMEs in Pakistan. Additional findings speculate on the impact of social media campaigns on SMEs, and client brand loyalty. The discovery that social media usage enhanced customer contact while also significantly enhancing brand reputation and image in SMEs is a significant contribution to this study. Second, this study contributes to the body of literature by employing the SMCS as a link between SMEs and brand reputation and image. This report offers significant, practical advice to senior management and policymakers about how to convince consumers to support the use of social media marketing strategies by SMEs to draw customers' attention to the brand
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Copyright (c) 2022 Abdul Manan Javaid, Maimoona Sohail, Muhammad Rehan Shaukat, Iqra Sohail, Rabia Razzaq
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