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2024 | OriginalPaper | Buchkapitel

Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?

verfasst von : Ying San Lim, Nurafni Rubiyanti, Tuan Hock Ng, Arry Widodo, Lim Ying Zhee, Anita Silvianita

Erschienen in: Islamic Finance

Verlag: Springer Nature Switzerland

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Abstract

Small and medium enterprises (SMEs) are essential sectors as they contribute the most significant percentage of total business operations in Malaysia. Among the SMEs, micro-business is the most important (76.3%). However, despite the considerable number, the ugly truth is that many micro-businesses struggle to grow. One of the problems worth highlighting now is the lack of branding strategy for micro-enterprises, which makes many micro-enterprises unable to be seen by target customers. Despite the social media trends, the use of social media marketing in micro-enterprises is unmatured. Micro-business should start to utilize social media platforms to promote their brand. However, the usage of social media marketing to promote micro-business is still limited. This study aims to identify how social media marketing can build brand for micro-businesses in Malaysia.

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Titel: Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?
verfasst von: Ying San Lim
Nurafni Rubiyanti
Tuan Hock Ng
Arry Widodo
Lim Ying Zhee
Anita Silvianita
Verlag: Springer Nature Switzerland
Buch: Islamic Finance
Print ISBN: 978-3-031-48769-9

Electronic ISBN: 978-3-031-48770-5

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-031-48770-5_45