The importance of brand orientation to the business strategy of small and medium enterprises / Angga Febrian ... [et al.]

This study investigated how adopting social media and e-commerce can improve business strategies and have implications for increasing the revenue of small and medium enterprises (SMEs). The researchers conducted a study with 110 respondents of small and medium enterprises in Indonesia using two stages of analysis, namely a measurement model to assess validity and reliability and a structural model to test the hypothesis. The findings of the study revealed that social media and e-commerce have a significant impact on business strategies. This finding suggests that social media and e-commerce platforms increase visibility and access to a wider market and enable more personalized interactions with customers, optimization of marketing strategies, and operational efficiency. Other findings suggest that brand orientation can strengthen the influence of social media and e-commerce adoption on business strategies. Brand orientation is crucial in strengthening the relationship between social media and e-commerce adoption in SME business strategies. By focusing on brand orientation, SMEs can create a consistent and attractive identity across digital platforms, increasing consumer awareness and brand loyalty.