Asia pacific journal of information systems

  • 제30권3호
  • /
  • Pages.568-589
  • /
  • 2020
  • /
  • 2288-5404(pISSN)
  • /
  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Social Media Functionality and Strategy Alignment to Small and Medium Enterprises (SMEs) Performance: A Case Study in Garment SME in East Java

  • Mahendrawathi ER (Information Systems Department, Institut Teknologi Sepuluh Nopember) ;
  • Nanda Kurnia Wardati (Electrical Engineering Department, Universitas Muhammadiyah Jember)
  • 투고 : 2019.12.10
  • 심사 : 2020.05.04
  • 발행 : 2020.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Recently, Social media has become a concern for businesses, including Small and Medium Enterprises (SMEs). SMEs began to adopt social media to support their performance. To benefit from the application of social media, SMEs must implement the right strategy. This study aims to analyze the factors that influence the use of social media in SMEs. Furthermore, alignment between social media functionalities and strategies and their effect on SME's performance are investigated. A case study is conducted in Gymi, a garment SMEs in East Java, Indonesia. The data collection includes interviews with the owner of SMEs, observations, and document analysis. Data analysis is performed by pattern matching, which matches the patterns from the literature with data from the case study. The results of this study show that cost-effectiveness, interactivity, and compatibility are factors that influence the use of social media in Gymi. The social media used by Gymi are Instagram, Facebook, YouTube, WhatsApp, and LINE. However, the main social media used to support Gymi's functions is Instagram. Gymi has a relatively good social media strategy as it has defined a specific goal, target audience, and channel selection for social media (Instagram). It also has specific resources and policies to handle social media. Gymi monitors and evaluates their social media content activities. These strategies are aligned with the Instagram feature used to support Gymi's function, particularly marketing, sales, customer service, and to some extent, internal operation. The alignment contributes to Gymi's performance measured by the increase in reputation (number of Instagram followers) and sales.

키워드

참고문헌

  1. Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., and Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570-588.
  2. Alansari, M. T., Velikova, N., and Jai, T. M. (2018). Marketing effectiveness of hotel Twitter accounts: The case of Saudi Arabia. Journal of Hospitality and Tourism Technology, 9(1), 65-79.
  3. Bank Indonesia (2015). Profil Bisnis UMKM. Jakarta: Lembaga Pengembangan Perbankan Indonesia.
  4. Bocconcelli, R., Cioppi, M., and Pagano, A. (2017). Social media as a resource in SMEs' sales process. Journal of Business & Industrial Marketing, 32(5), 693-709.
  5. Central Statistics Agency of East Java Province. (2018). Growth of Value Added of Large and Medium Industries According to 2 Digit KBLI in East Java 2011-2015. Retrieved from https://jatim.bps.go.id/statictable/2018/02/22/1054/pertumbuhan-nilai-tambah-industri-besar-dan-sedang-menurut-kbli-2-digitdi-jawa-timur-tahun-2011-2015.html (Access: March 14, 2019).
  6. Crammond, R., Omeihe, K. O., Murray, A., and Ledger, K. (2018). Managing knowledge through social media: Modelling an entrepreneurial approach for Scottish SMEs and beyond. Baltic Journal of Management, 13(3), 303-328.
  7. Cresswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). Sage Publications.
  8. Cresswell, J. W. (2015). Penelitian kualitatif dan desain riset: Memilih diantara lima pendekatan. Yogyakarta: Pustaka Pelajar.
  9. Derham, R., Cragg, P., and Morrish, S. (2011). Creating value: An SME and social media. PACIS 2011 Proceedings.
  10. DiStaso, M. W., and McCorkindale, T. (2013). A benchmark analysis of the strategic use of social media for Fortune's most admired U.S. companies on Facebook, Twitter, and YouTube. Public Relations Journal, 7(1), 1-33.
  11. Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., and Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3), 79-91.
  12. Effing, R., and Spil, T. A. M. (2016). The social strategy cone: Towards a framework for evaluating social media strategies. International Journal of Information Management, 36(1), 1-8.
  13. Felix, R., Rauschnabel, P. A., and Hinsch, C. (2017). Elements of a strategic social media marketing A holistic perspective. Journal of Business Research, 70, 118-126.
  14. Fischer, E., and Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing, 26(1), 1-18.
  15. Habibi, F., Hamilton, C. A., Valos, M. J., and Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. European Business Review, 27(6), 638-655.
  16. Kaplan, A. M., and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.
  17. McCann, M., and Barlow, A. (2015). Use and measurement of social media for SMEs. Journal of Small Business and Enterprise Development, 22(2), 273-287.
  18. Nel, T. H. J. (2017). Customer-brand engagement and Facebook fan-page "Like"-intention. Journal of Product & Brand Management, 26(2), 120-134.
  19. Odoom, R., Anning-Dorson, T., and Acheampong, G. (2016). Antecedents of social media usage and performance benefits in small-and medium-sized enterprises (SMEs). Journal of Enterprise Information Management, 30(3), 383-399.
  20. Safko, L. (2010). The social media bible: Tactics, tools, and strategies for business success (2nd ed.). John Wiley and Sons, Inc.
  21. Schaupp, L. C., and Belanger, F. (2014). The value of social media for small businesses. Journal of Information Systems, 28(1), 187-207.
  22. Shaltoni, A. M. (2017). From websites to social media: Exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing, 32(7), 1009-1019.
  23. Shemi, A. P., and Procter, C. (2018). E-commerce and entrepreneurship in SMEs: A case of myBot. Journal of Small Business and Enterprise Development, 25(3), 501-520.
  24. Tafesse, W., and Wien, A. (2018). Implementing social media marketing strategically an empirical assessment. Journal of Marketing Management, 34(9-10), 732-749.
  25. Tajudeen, F. P., Jaafar, N. I., and Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), 308-321.
  26. Tajvidi, R., and Karami, A. (2017). The effect of social media on firm performance. Computers in Human Behavior, 1-10.
  27. Virtanen, H., Bjork, P., and Sjostrom, E. (2017). Follow for follow: Marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, 24(3), 468-484.