Informative or Persuasive: Which Type of Marketing Content Can Best Foster Co-Creation in MSMEs?

DOI

10.2991/978-94-6463-400-6_15How to use a DOI?

Keywords

Marketing Content; Informative Content; Persuasive Content; Co-creation; MSMEs

Abstract

In concurrence with the prevailing trends in social media, Small and Medium-Sized Enterprise (MSME) stakeholders are actively harnessing the potential of social media platforms to enhance collaborative engagements with their clients through the strategic creation of marketing content. This study seeks to carefully assess the impact of informative content and persuasive content on the augmentation of co-creation initiatives with customers. A total of 126 MSME entrepreneurs in the locale of Makassar were enlisted as respondents for this investigation, with their insights being solicited through a 5-point Likert scale questionnaire. The dataset obtained from the respondents was subjected to rigorous analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) through WarpPLS version 8.0. The research findings unveiled that informative content, disseminated by MSME entrepreneurs in Makassar, substantially contributes to the positive facilitation of co-creation with their customers. In stark contrast, persuasive content exerts an adverse influence on the co-creation efforts between customers and MSMEs in Makassar. Consequently, MSME proprietors are advised to exercise judicious discretion when determining the nature of content for utilization in their marketing activities, while ensuring its alignment with the distinct regional and operational contexts of their enterprises. Subsequent inquiries should consider the inclusion of additional variables that may further contribute to the effective deployment of marketing content by MSMEs, as well as other business typologies.

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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TY  - CONF
AU  - Erwin
AU  - Haris Maupa
AU  - Julius Jilbert
AU  - Abdullah Sanusi
PY  - 2024
DA  - 2024/05/22
TI  - Informative or Persuasive: Which Type of Marketing Content Can Best Foster Co-Creation in MSMEs?
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 188
EP  - 206
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_15
DO  - 10.2991/978-94-6463-400-6_15
ID  - 2024
ER  -