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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Acknowledgments
Special acknowledgment to Multimedia University, Malaysia, and Telkom Universitas, Indonesia. This research is funded by Joint Research Grant of Multimedia Univeristy and Telkom Universitas.
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Lim, Y.S., Rubiyanti, N., Ng, T.H., Widodo, A., Zhee, L.Y., Silvianita, A. (2024). Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?. In: Mansour, N., Bujosa, L. (eds) Islamic Finance. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-48770-5_45
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DOI: https://doi.org/10.1007/978-3-031-48770-5_45
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