Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

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Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement

Authors
Erwin Erwin1, *, Yuyun Karystin Meilisa Suade2, Nur Alam3
1Digital Business Management, Ciputra School of Business Makassar, Makassar, Indonesia
2International Business Management, Ciputra School of Business Makassar, Makassar, Indonesia
3Entrepreneurship & Management, Nitro Makassar Institute of Business and Finance, Makassar, Indonesia
*Corresponding author. Email: erwin.parega@ciputra.ac.id
Corresponding Author
Erwin Erwin
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_58How to use a DOI?
Keywords
Social Media Influencer; Marketing Content; Viral Marketing Campaigns; Customer Engagement; Micro-Enterprise
Abstract

Business actors now frequently use social media as a means of both product promotion and product sales. Today’s micro-businesses have benefited from a variety of social media trends to promote their businesses. The purpose of this study was to analyze the effect of using social media influencers, marketing contents and viral marketing campaigns in increasing customer engagement for micro businesses. The respondents were 289 micro-entrepreneurs who had used the services of influencers, marketing contents and viral marketing campaigns in their social media. The data were obtained using a questionnaire with a Likert scale (5 scale). The analysis used was Partial Least Square – Structural Equation Model (PLS-SEM) and the data was processed using WarpPLS Version 8.0. According to the study’s findings, micro-businesses can increase client engagement by utilizing social media influencers, marketing material, and viral marketing initiatives.

Copyright
© 2023 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 International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
10.2991/978-2-38476-064-0_58
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_58How to use a DOI?
Copyright
© 2023 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  - Erwin Erwin
AU  - Yuyun Karystin Meilisa Suade
AU  - Nur Alam
PY  - 2023
DA  - 2023/05/30
TI  - Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 578
EP  - 593
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_58
DO  - 10.2991/978-2-38476-064-0_58
ID  - Erwin2023
ER  -