The Role of Social Media in the Digital Age: A Dynamic Marketing Strategy for Micro, Small and Medium Enterprises (MSMEs)

Abstract

The remarkable surge of the popularity of social media has affected in a broad scope of how Micro Small and Medium Enterprises (MSME’s) reached and engaged with their objective customers to promote their products and services. As of 2019, there are 76 million active social media users in the Philippines according to Hootsuite Digital 2019. Imagine that your business is being seen by more than half of that count and the potential growth you can have. This is why firms are integrating the operation of social media as their marketing strategy. How MSME’s assimilated social media for advanced business promotion has gained huge attention from both the academic and business sectors. The purpose of this study is to construe the importance of discerning the role of social media in terms of marketing programs of MSME’s in the digital age and to evaluate those factors incorporated when using social media to reinforce their marketing strategy. By bringing together various researches, journals, secondary data, and literature that the researcher analysed to interpret the relevance of social media as a marketing strategy in business promotion. The researcher perceived that MSME’s develop, modify, and transform their marketing activities by acquiring market intelligence through social media platforms. Proportionally by installing into the system the implementation of social media as a dynamic marketing strategy leads to the advancement of MSME’s in the Philippines.