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Date Published: 31/12/2023
Abstract Views: 658
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DOI: https://doi.org/10.59907/daujs.2.4.2023.217
Issue
Vol. 2 No. 4 (2023)
Section
SOCIAL SCIENCE
How to Cite
Lê, T. K. T., Nguyễn, T. H. Ái, Nguyễn, H. C., & Bùi, V. Đạt. (2023). Examining the Impact of Social Media Marketing (SMM) on the Business Performance: Case of Small and Micro Enterprises in Da Nang City. Dong A University Journal of Science, 2(4). https://doi.org/10.59907/daujs.2.4.2023.217

Examining the Impact of Social Media Marketing (SMM) on the Business Performance: Case of Small and Micro Enterprises in Da Nang City

Lê Thị Kim Tuyết1, Nguyễn Trang Hoàng Ái, Nguyễn Hữu Chiến, Bùi Văn Đạt
1 ĐH Đông Á

Main Article Content

Abstract

According to the Ministry of Industry and Trade report, as of January 2021, about 54% of businesses in Vietnam use social networks to market their products. Facebook is the most used platform with 98.7% of total businesses. The purpose of the study is to identify the factors that help small and micro enterprises (SMEs) in Da Nang apply social media marketing (SMM) and mechanisms to improve their business performance. The research model is approached based on two theories of new technology acceptance: TAM and UTAUT models. Data is collected in the form of direct and online surveys, the survey subjects are managers and employees at SMEs. With 187 valid questionnaires, the hypothesis was analyzed and tested by SEM linear structure model. Research results show that there are four factors affecting SMM, including: perceived usefulness, perceived ease of use, Facilitating conditions and compatibility. And accordingly, SMM affects the performance of SMEs. The study also proposed some recommendations on the application of social environment and environmental protection for SMEs in Da Nang.

Article Details

Keywords

Social media marketing, Small and micro enterprises, Digital marketing, Small and micro enterprise performances

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