Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)

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Digital Marketing as a Powerful Tool to Improve MSMEs Performance

Authors
Yunarti1, *, Musran Munizu2, Muhammad Arsyad2, Abdul Razak Munir2
1Pangkep State Polytechnique of Agriculture, Hasanuddin University, Makassar, Indonesia
2Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: yunartiyusuf2@gmail.com
Corresponding Author
Yunarti
Available Online 22 May 2024.
DOI
10.2991/978-94-6463-400-6_28How to use a DOI?
Keywords
Digital marketing; MSMEs; Performance
Abstract

Small and Medium Enterprises (MSMEs) play a pivotal role in the worldwide business arena, making substantial contributions to economic growth and employment. In the age of digital transformation, the importance of digital marketing in elevating the performance of MSMEs has become increasingly prominent. In today's dynamic business environment, leveraging digital marketing strategies can empower these enterprises to thrive and navigate the challenges of the digital era, fostering their growth and sustainability. This research explored and synthesized the existing literature to assess the effect of digital marketing on MSMEs’ performance. This study conducted a systematic literature review, involving the analysis of eleven selected articles. The research findings reveal a compelling and consistent pattern: digital marketing exerts a significant and positive influence on MSMEs’ performance. These articles collectively provide evidence of the substantial benefits digital marketing offers to MSMEs, including increased market reach, improved customer engagement, enhanced brand visibility, and enhanced competitive advantage. Digital marketing emerges as a powerful tool for enhancing the competitiveness and success of MSMEs in the digital era.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2024
ISBN
10.2991/978-94-6463-400-6_28
ISSN
2352-5428
DOI
10.2991/978-94-6463-400-6_28How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yunarti
AU  - Musran Munizu
AU  - Muhammad Arsyad
AU  - Abdul Razak Munir
PY  - 2024
DA  - 2024/05/22
TI  - Digital Marketing as a Powerful Tool to Improve MSMEs Performance
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 380
EP  - 393
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_28
DO  - 10.2991/978-94-6463-400-6_28
ID  - 2024
ER  -