Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Brand Resonancing Capability: the Mediating role between Social Media Marketing and SMEs Marketing Performance

Author(s): Abdul Razak Munir, Jumidah Maming, Nuraeni Kadir and Muhammad Sobarsyah

Marketing Performance is one of the weaknesses of SMEs in many previous studies. This study aims to bridge the research gap between Social Media Marketing and improve marketing performance. This study offers the concept of Brand Resonance Capability to bridge the gap in increasing marketing performance and social media marketing. Three hypotheses were developed and tested in 121 SME samples in the region of South Sulawesi, Indonesia. Structural Equation Modelling analysis is using to test these hypotheses. The study results confirm the model with the following variables: Social Media Marketing, Brand Resonance Capability, and Marketing Performance have a significant effect on each other, which indicates that the Brand Resonance Capability variable has a strategic role in enriching marketing performance.

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