Issue

Vol. 11 No. 2 (2024): December

Date Log

Submitted
10 September 2024
Accepted
12 October 2025
Published
31 December 2024

Copyright (c) 2024 Pandi Putra, Arfandy Dinsar, Nurul Najwa Binti Normazi, Andi Alfianto Anugrah Ilahi, Fahmi Faturahman (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Social Media Marketing, Brand Loyalty, and Entrepreneurial Growth: A Path toward Sustainable Business Advantage

https://doi.org/10.24252/minds.v11i2.51213
Pandi Putra
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia
Arfandy Dinsar
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia
Nurul Najwa Binti Normazi
Management and Science University, Malaysia
Andi Alfianto Anugrah Ilahi
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia
Fahmi Faturahman
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia

Corresponding Author(s) : Pandi Putra

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 11 No. 2 (2024): December

Abstract

This study examines how social media marketing influences business sustainability through the mediating role of brand loyalty among micro, small, and medium enterprises in the trade sector. Academically, it advances marketing and entrepreneurship theory by integrating the Resource-Based View, Customer-Based Brand Equity, and Triple Bottom Line frameworks to explain how digital capabilities transform into sustainable competitive advantage. Using data from 200 respondents analyzed with Partial Least Squares–Structural Equation Modeling, the findings confirm that effective social media engagement enhances customer loyalty, which in turn drives sustainable business performance. The study reveals that digital marketing success is rooted in trust-based relationships rather than short-term promotion, emphasizing that relational value mediates technological advantage. These insights provide practical implications for MSME owners and policymakers to strengthen digital literacy, relational marketing, and sustainability-oriented strategies to ensure long-term business resilience in the evolving digital economy.

Keywords

Social Media Marketing Brand Loyalty Business Sustainability Digital Entrepreneurship MSMEs
Putra, P., Dinsar, A., Normazi, N. N. B., Ilahi, A. A. A., & Faturahman, F. (2024). Social Media Marketing, Brand Loyalty, and Entrepreneurial Growth: A Path toward Sustainable Business Advantage. Jurnal Minds: Manajemen Ide Dan Inspirasi, 11(2), 383–396. https://doi.org/10.24252/minds.v11i2.51213
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
References
  1. Abduh, M., Alawiyah, T., & Apriansyah, G. (2023). Survey design: Cross-sectional approach in qualitative research[Desain survei: Pendekatan cross sectional dalam penelitian kualitatif]. Jurnal Sains dan Komputer.https://jurnal.itscience.org/index.php/jpsk/article/view/1955
  2. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
  3. Amoah, J., Belás, J., Khan, K. A., & Metzker, Z. (2021). Antecedents of sustainable SMEs in the social media space: A partial least square–structural equation modeling approach. Management and Marketing, 16(1), 26–46. https://doi.org/10.2478/mmcks-2021-0003
  4. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
  5. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
  6. Chang, J., & Lee, D. (2022). Changes in user experience and satisfaction as media technology evolves: The reciprocal relationship between video games and video game–related media. Technological Forecasting and Social Change, 174,121219. https://doi.org/10.1016/j.techfore.2021.121219
  7. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
  8. Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
  9. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  10. Elkington, J. (1998). Cannibals with forks: The triple bottom line of 21st century business. New Society Publishers.
  11. Fortunati, L., & Taipale, S. (2017). Mobilities and the network of personal technologies: Refining the understanding of mobility structure. Telematics and Informatics, 34(2), 560–568. https://doi.org/10.1016/j.tele.2016.09.011
  12. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis: Pearson new international edition. Pearson Higher Education.
  13. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
  14. Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: A close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161–1179. https://doi.org/10.1108/EJM-04-2020-0247
  15. Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
  16. Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13–18.
  17. Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131. https://doi.org/10.1287/mnsc.2017.2902
  18. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
  19. Martin, N., Rice, J., & Arthur, D. (2020). Advancing social media–derived information messaging and management: A multi-mode development perspective. International Journal of Information Management, 51, 102021. https://doi.org/10.1016/j.ijinfomgt.2019.10.006
  20. Pallant, J., Sands, S., & Karpen, I. (2020). Product customization: A profile of consumer demand. Journal of Retailing and Consumer Services, 54, 102030. https://doi.org/10.1016/j.jretconser.2019.102030
  21. Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
  22. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 587–632). Springer. https://doi.org/10.1007/978-3-319-57413-4_15
  23. Shareef, M. A., Kumar, V., Kumar, U., & Dwivedi, Y. K. (2011). e-Government adoption model (GAM): Differing service maturity levels. Government Information Quarterly, 28(1), 17–35. https://doi.org/10.1016/j.giq.2010.05.006
  24. Volkmar, G., Fischer, P. M., & Reinecke, S. (2022). Artificial intelligence and machine learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research, 149, 599–614. https://doi.org/10.1016/j.jbusres.2022.04.007
Read More

Author Biographies

Pandi Putra, Institut Ilmu Sosial dan Bisnis Andi Sapada

Management Department, Faculty of Business

Arfandy Dinsar, Institut Ilmu Sosial dan Bisnis Andi Sapada

Management Department, Faculty of Business

Nurul Najwa Binti Normazi, Management and Science University

Department of Business, Management and Law, Faculty of Business Management and Professional Studies

Andi Alfianto Anugrah Ilahi, Institut Ilmu Sosial dan Bisnis Andi Sapada

Management Department, Faculty of Business

Fahmi Faturahman, Institut Ilmu Sosial dan Bisnis Andi Sapada

Management Department, Faculty of Business

Download
PDF
Statistic
Read Counter : 0 Download : 0

Similar Articles

<< < 

You may also start an advanced similarity search for this article.