Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review

Abstract

The presence of social media affects the marketing strategies for all businesses. This study aimed to formulate a social media marketing model for SMEs during the Covid-19 pandemic. The study conducted a literature review that examined various studies in social media marketing customer engagement and marketing performance. The exogenous variables were entrepreneurial orientation and market orientation. This study provides a model for the social media marketing and customer engagement research model as the intervening variables and research questions development for further research.