Received: 17th April 2023; Revised: 31st July 2023, 4th August 2023, 14th August 2023; Accepted: 16th August 2023


  • Anchala Ameena Mohammadi M.Tech, Research Scholar, SP Jain School of Global Management, Sydney, Australia
  • A. Seetharaman M.Com., MBA, FCA, DMA, CA(M), PhD, Dean Research, SP Jain School of Global Management, Singapore


SME’s, Social Media, Content Marketing, Technological Innovation, Customer Engagement


The purpose of this study is to understand how social media characteristics, such as content marketing, technology innovation, and customer engagement, influence small and medium-sized firms (SME) in the Middle East and North Africa (MENA) region. The main objective is to give SME owners a way to increase their business revenue. SME's were chosen as the dependent variable, while content marketing, technology innovation, and customer engagement were chosen as three independent variables based on a thorough evaluation of the literature related to business. Secondary data were employed in this study. The findings show that content marketing, technology innovation, and customer engagement all have a positive significant impact on SME's in the Middle East and North Africa region. SME owners and members of the business management team are highly urged to have a very strong online presence with the aid of various digital technologies in order to increase the firm's sustainability, sales improvement, business success, SME's performance, and purchase intention.


Al Halbusi, H., Hassani, A., & Mosconi, E. (2021). Social Media Technologies’ Use for Competitive Information and Informational Trust and their Effects on Innovation in Industrial SMES. 2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD), 1–6.

Ali Qalati, S., Li, W., Ahmed, N., Ali Mirani, M., & Khan, A. (2020). Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption. Sustainability, 13(1), 75.

Alqasa, K. M. A., & Afaneh, J. A. A. (2022). A Study on Digital Marketing and SME Performance during Covid-19: A Case Saudi SMEs. 14(1).

Anh Tran, (2019). Social Media Recruitment: The Integration of Social Media into Recruitment Strategy of an International SME. Case Company: Globuzzer.

Anju. (2021). Digital Marketing Factors that Impact on Small to Medium-Sized Enterprises in India.

Basri, W. (2020). Examining the Impact of Artificial Intelligence (AI)-Assisted Social Media Marketing on the Performance of Small and Medium Enterprises: Toward Effective Business Management in the Saudi Arabian Context: International Journal of Computational Intelligence Systems, 13(1), 142.

Beck, S. B., Deliwe, A. P., & Smith, E. E. (2021). Assessing SME Perceptions of Using Green Social Media Marketing. GATR Journal of Management and Marketing Review, 6(1), 65–72.

Charmaine du Plessis. (2022). A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior. (2022). Sage Open April-June 2022: 1-17

Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103.

Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向. The Service Industries Journal, 41(11–12), 767–786.

Fang, G. G., Qalati, S. A., Ostic, D., Shah, S. M. M., & Mirani, M. A. (2022). Effects of entrepreneurial orientation, social media, and innovation capabilities on SME performance in emerging countries: A mediated–moderated model. Technology Analysis & Strategic Management, 34(11), 1326–1338.

Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: A conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133–151.

Ikeni, N. O., & Tonye, T. (n.d.). Visual Content Engagement and Marketing Performance of Restaurants in Port Harcourt. 9(2).

Jaitly, R. C., & Gautam, O. (2021). Impact of social media influencers on customer engagement and brand perception. International Journal of Internet Marketing and Advertising, 15(2), 220.

Jalil, M. F., Ali, A., & Kamarulzaman, R. (2022). Does innovation capability improve SME performance in Malaysia? The mediating effect of technology adoption. The International Journal of Entrepreneurship and Innovation, 23(4), 253–267.

Kaihatu, T. S. (2020). Purchase Intention of Fashion Product as an Impact of Digital Marketing, Mediated by Customer Engagement in the Generation z. jurnal manajemen pemasaran, 14(2).

Lewandowski, D., Sünkler, S., & Yagci, N. (2021). The influence of search engine optimization on Google’s results: A multi-dimensional approach for detecting SEO. 13th ACM Web Science Conference 2021, 12–20.

Luthen, M. D., & Soelaiman, L. (2022). Factors Affecting the Use of Social-Media TikTok to Improve SME Performance: 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021), Jakarta, Indonesia.

Martínez-Caro, E., Cegarra-Navarro, J. G., & Alfonso-Ruiz, F. J. (2020). Digital technologies and firm performance: The role of digital organisational culture. Technological Forecasting and Social Change, 154, 119962.

Md sin, m. a., ariffin, a. s., ibrahim, s., & ahmad pozin, m. a. (2021). technology innovation, supply chain risk and digital marketing towards business performance. a conceptual study in livestock industry in malaysia. journal of information system and technology management, 6(24), 09–17.

Milla Marianna Hietala & Oliver Marshall. (2021). Search Engine Optimization and the connection with Knowledge Graphs.

Mohammad Waliul Hasanat, Ashikul Hoque, & A. Bakar Abdul Hamid. (2020). E-commerce Optimization with the Implementation of Social Media and SEO Techniques to Boost Sales in Retail Business. Journal of Marketing and Information Systems, 3(1), 1–5.

Ndiege, J. R. A. (2019). Social media technology for the strategic positioning of small and medium-sized enterprises: Empirical evidence from Kenya. The Electronic Journal of Information Systems in Developing Countries, 85(2), e12069.

Poturak, M., Keco, D., & Tutnic, E. (2022). Influence of search engine optimization (SEO) on business performance: Case study of private university in Sarajevo. International Journal of Research in Business and Social Science (2147-4478), 11(4), 59-68.

Qalati, S. A., Ostic, D., Shuibin, G., & Mingyue, F. (2022). A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries. Managerial and Decision Economics, 43(3), 846–861.

Sedalo, G., Boateng, H., & Kosiba, J. P. (2022). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 2(1), 100017.

Sembiring, B.K.F., Rini, E.S. and Yuliaty, T. (2022), "Content Marketing Strategies to Maximize Product Sales SMEs in North Sumatra", Sergi, B.S. and Sulistiawan, D. (Ed.) Modeling Economic Growth in Contemporary Indonesia (Entrepreneurship and Global Economic Growth), Emerald Publishing Limited, Bingley, pp. 69-79.

Technische Universität Braunschweig, Chair of Information Management, Braunschweig, Germany, Geiger, M., Jago, F., Technische Universität Braunschweig, Chair of Information Management, Braunschweig, Germany, Robra-Bissanzt, S., & Technische Universität Braunschweig, Chair of Information Management, Braunschweig, Germany. (2021). Physical vs. Digital Interactions: Value Generation Within CustomerRetailer Interaction. 34th Bled EConference Digital Support from Crisis to Progressive Change: Conference Proceedings, 153–165.

Trawnih, A., Yaseen, H., Al-Adwan, A. S., Alsoud, A. R., & Jaber, O. A. (2021). Factors Influencing Social Media Adoption among SME’s during Covid-19 crisis. A. S., 24(6).

Viju Mathew & Mohammad Soliman. (2021). Does Digital Content Marketing Affect Tourism Consumer Behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 61-75.

Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633–2654.

Zhang, R., Chu, T., Noronha, C., & Guan, J. (2021). The Effects of Social Value Generation on Stock Price Synchronicity and Firm Performance: Evidence from Chinese Stock Markets.