Impact of Social Media Marketing and Financial Technology on Non-Financial Performance and Sustainability

The rapid advancement of digital technologies has made social media marketing and financial technology (FinTech) essential tools for businesses seeking to enhance non-financial performance and ensure sustainability. This study aims to explore the impact of social media marketing and FinTech on the non-financial performance of small and medium enterprises (SMEs), focusing on their role in driving sustainable business practices. A survey methodology was employed, collecting data from 125 business owners using a quantitative questionnaire. The data were analyzed through SmartPLS, utilizing the PLS Algorithm and Bootstrapping Process. The results reveal a significant positive relationship between the implementation of social media marketing and FinTech, and improvements in non-financial performance indicators such as customer engagement, brand visibility, and market reach. Furthermore, the study identifies that while social media marketing positively influences long-term sustainability, the integration of financial technology does not predict sustainable performance in some SMEs. The findings highlight the potential of social media marketing in driving sustainable business growth, particularly by enhancing non-financial outcomes. This research provides valuable insights for SMEs aiming to leverage digital tools for long-term viability, offering practical implications for business owners to integrate social media strategies into their sustainability efforts. Future research could explore the integration of other digital technologies and their broader impact on business sustainability in various industries.