Women MSMEs and Covid-19: Social Media Marketing as a Survival Strategy


Authors : Risqo M. Wahid; Diah Isnaini Asiati

Volume/Issue : Volume 6 - 2021, Issue 2 - February

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3bZSdNw

This study aims to explore the social media marketing (SMM) strategy deployed by women-owned MSMEs in Indonesia during the Covid-19 pandemic. Data of 125 women micro, small, and medium enterprises (MSMEs) as members of one women entrepreneur association were collected and analysed through statistic descriptive. Semi-structured interviews with 10 women MSMEs were conducted to explore deeper their SMM strategy during the crisis. The findings reveal that women MSMEs implement extensive SMM strategies that include posting and sharing attractive contents, word-of-mouth, follow-for-follow, paid influencers and native ads, as well as evaluation. The insights from this study may help women MSMEs, government, and policymakers to survive the Covid-19 pandemic and revive the economy

Keywords : Entrepreneurship; social media marketing; pandemic; Covid-19; women MSME

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Paper Submission Last Date
30 - September - 2021

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