Market Sensing as a Catalyst for Enhancing Social Media Engagement and Marketing Success in Small Enterprises

DOI

10.2991/978-2-38476-483-9_26How to use a DOI?

Keywords

Market Sensing Capability; Social Media Performance; Marketing Performance; SMEs; SEM-PLS

Abstract

Small and medium-sized enterprises [SMEs] face significant challenges in adapting to dynamic market conditions. This study aims to examine the relationship between market sensing capability, social media performance, and marketing performance in SMEs. A quantitative approach was employed, using surveys distributed to 1,967 SMEs, and data were analyzed using SEM-PLS. The results reveal a significant positive relationship between market sensing capability and social media performance, as well as between social media performance and marketing performance. However, the direct effect of market sensing capability on marketing performance is not statistically significant. These findings indicate that social media performance fully mediates the influence of market sensing capability on marketing performance. In other words, the ability of SMEs to detect and respond to market signals does not directly enhance their marketing outcomes unless it is channeled through effective use of social media platforms. Social media serves as a critical conduit for translating market insights into consumer engagement and adaptive marketing strategies. This study offers practical implications for SMEs, emphasizing the importance of strengthening market sensing capabilities and integrating them with targeted social media strategies to achieve sustainable marketing success.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nurul Komariyatin
AU  - Mohamad Rifqy Roosdhani
AU  - Samsul Arifin
AU  - Muhammad Khoiruddin
PY  - 2025
DA  - 2025/11/17
TI  - Market Sensing as a Catalyst for Enhancing Social Media Engagement and Marketing Success in Small Enterprises
BT  - Proceedings of the Jepara International Conference on Education and Social Science 2024 (JIC 2024)
PB  - Atlantis Press
SP  - 201
EP  - 206
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-483-9_26
DO  - 10.2991/978-2-38476-483-9_26
ID  - Komariyatin2025
ER  -