Championing Resilience: Social Media Marketing as a Lifeline for COVID-19-Affected MSMEs

This research study explores the evolving perceptions of Micro, Small, and Medium Enterprise (MSME) owners regarding their business performance before and during the COVID-19 pandemic. It examines the impact of social media marketing as a critical tool for navigating disruption and sustaining business operations. Specifically, the study identifies and analyzes the social media marketing strategies employed by MSMEs, assesses owners' perceptions of their effectiveness, and compares business performance across the pre-pandemic and pandemic periods. Utilizing a descriptive-comparative research design, this study gathers data on MSME characteristics and social media marketing adoption. A paired t-test is employed to compare two sets of measurements from the same sample, providing insights into shifts in business performance. Findings reveal that MSMEs leveraged social media marketing to adapt and thrive amid disruption. By integrating digital platforms and bypassing traditional supply chains, businesses gained direct market access, leading to increased sales, expanded reach, and enhanced customer engagement. The evidence strongly supports that strategic social media engagement significantly enhances business performance, particularly in crisis situations. The study's originality and value lie in its focus on social media-driven digital transformation among MSMEs during the COVID-19 pandemic. It offers actionable insights for policymakers, business support organizations, and MSME owners, helping them develop resilient and adaptive marketing strategies for future disruptions.