The Role of Social Media in Enhancing Marketing Performance of Micro, Small, and Medium-Sized Enterprises: A Systematic Literature Review

Abstract

Micro, small, and medium-sized enterprises (MSMEs) often face limited marketing resources while competing to attract and retain customers. Social media offers accessible channels for promotion, interaction, and market information, yet its contribution to measurable marketing performance depends on how businesses use these tools. This systematic literature review examines the conceptual and empirical evidence on the role of social media in improving MSME marketing performance. Following a PRISMA 2020-informed process, studies published within the past decade were searched across Scopus, Web of Science, ScienceDirect, Google Scholar, and GARUDA/SINTA. Ten articles meeting the review focus were synthesized narratively, with findings coded by social media activities, performance outcomes, and enabling capabilities. The evidence shows generally positive relationships between social media use and business or marketing performance. Reported empirical samples varied across studies, including 100 micro and small enterprises, 125 batik MSMEs, 179 food and beverage SMEs, 210 SMEs, 230 MSMEs, 300 MSMEs, 381 SMEs, 384 SMEs, and 423 SME respondents. Across these studies, key pathways included promotional reach, customer engagement, relationship building, knowledge creation, and market sensing. Marketing capabilities, innovation capability, platform compatibility, and organizational readiness helped explain differences in outcomes; social media use did not always produce direct performance gains. The review concludes that social media can strengthen MSME marketing performance when aligned with clear marketing objectives and supported by relevant organizational capabilities. Future studies should use comparable performance measures and longitudinal designs.