Influence of Social Media Marketing Strategy toward Marketing Performance

Abstract

Businesses of all stripes are working on social media in an attempt to capture new audiences and maintain their relationships with current clients in light of the growing numbers of consumers using social media. Social media has undeniably gained more influence in the internet community. Most firms currently use social media platforms of all kinds as part of their plan for social media marketing. However, in this regard, more research has to be done on how social media marketing strategy impacts marketing performance. Therefore, the purpose of this research is to investigate the relationship between the social media marketing strategy (SMMS) dimension and marketing outcomes. 233 willing respondents who had made purchases on all social media platforms filled up surveys. Regression analysis was employed to verify the hypotheses. The findings show that Proactive Competitor Learning Capability and Product Diversity Presentation Awareness have the strongest positive impact on all marketing results. Market Response Timeliness Orientation is still not significant to marketing operation excellence, despite the P-value of Customer Communication Channel Focus being close to the significance value. Additionally, the principal SME marketing strategy and social media marketing are discussed, highlighting the need for SME creation of social media sites and ongoing presence on them. The finding not only provides contributions but also recommendations for future research.

Keywords: Digital Marketing, Social Media Marketing Strategy, Customer Communication Channel Focus, Product Diversity Presentation Awareness, Proactive Capability, Market Response Timeline Orientation, Marketing Performance