OPTIMIZING SOCIAL MEDIA-DRIVEN SUSTAINABLE MOBILE MARKETING TO BOOST SME RESILIENCE AND GROWTH

The rapid growth of mobile marketing (MM) has created significant opportunities for Small and Medium Enterprises (SMEs) to optimize sustainability practices. However, the integration of sustainability into MM strategies remains underexplored. This study aims to identify key factors influencing the adoption of sustainable MM practices and investigate how these practices contribute to the overall sustainability and resilience of SMEs. This research employs a systematic literature review, analyzing peer-reviewed articles, industry reports, and papers published over the past decade. The study synthesizes findings from various databases to assess the current state of sustainability optimization in MM for SMEs, focusing on the effectiveness of MM strategies such as SMM, eco-friendly messaging, and content marketing. The findings reveal that mobile-based social media engagement significantly strengthens SME resilience and fosters long-term growth. By leveraging affordability, accessibility, and real-time interaction, SMEs can maintain market visibility and customer loyalty, even during crises. Furthermore, the integration of gamification, short-form content, and conversational marketing improves customer participation and emotional connection, enhancing brand loyalty and retention. From a theoretical perspective, the study contributes to the conceptualization of sustainable MM as a multidimensional strategy. It highlights the need for a more integrated approach to digital marketing (DM) that considers both customer-centric innovation and sustainability goals. Practically, SMEs are encouraged to adopt a holistic marketing strategy that aligns with sustainability principles. Policymakers should support initiatives that enhance digital literacy and infrastructure for SMEs. Future research should focus on longitudinal studies, sector-specific frameworks, and the impact of emerging technologies on SME digital marketing strategies. This article provides a novel synthesis of sustainable MM strategies and their implications for SME growth, emphasizing the need for proactive digital transformation. It contributes to both academic knowledge and practical strategies for SMEs navigating the post-pandemic digital landscape.