利用社交媒体营销应对混乱:全速前进

Nelson B. Guillen Jr
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摘要

这篇综述扩展了我们对微型、小型和中型企业(MSMEs)如何利用社交媒体营销应对菲律宾马尼拉大都会的混乱的见解。COVID-19加速了某些流程,迫使当地企业接受数字营销转型。因此,它使当地企业能够加强其社交媒体营销(SMM)努力,以保持在一系列封锁和政府发起的限制下的相关性。在系统回顾的基础上,研究者提出了一个概念框架来回答这个问题:中小微企业如何通过社交媒体营销来应对颠覆,以获得积极的品牌资产?提出的概念框架着眼于同义的主题,如营销能力(MC)、全渠道战略(OC)和品牌资产(BE)。在这个过程中,中小微企业可以优化他们的社交媒体营销策略,作为重新想象新常态的跳板,对企业如何扩大其资源具有重要意义。此外,截至2021年10月,全国已进入后大流行时期,因此这项研究对当地企业具有重要意义。事实上,中小微企业正试图从两年的低谷中恢复过来。
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Coping with Disruption using Social Media Marketing: A Full Throttle
This review expands our insights into how micro, small, and medium enterprises or MSMEs cope with disruption in Metro Manila in the Philippines using social media marketing. COVID-19 accelerated certain processes forcing local businesses to embrace digital marketing transformation. Thus, it enables local businesses to intensify their social media marketing (SMM) efforts to remain relevant due to a series of lockdowns and government-initiated restrictions. Based on the systematic review, the researcher proposes a conceptual framework to answer the question: How can MSMEs cope with disruption through social media marketing to attain positive brand equity? The proposed conceptual framework looked into synonymous themes such as marketing competencies (MC), omnichannel strategies (OC), and brand equity (BE). Within the process, MSMEs can optimize their social media marketing strategies as a springboard to reimagine the new normal with significance on how the business would aggrandize its resources. Moreover, as of October 2021, the entire nation has entered the post-pandemic period, making this study pertinent for local enterprises. Indeed, MSMEs attempt to bounce back from a two-year incubus.
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