THE INFLUENCE OF CONTENT MARKETING, TECHNOLOGY INNOVATION AND CUSTOMER ENGAGEMENT ON SME’S
Received: 17th April 2023; Revised: 31st July 2023, 4th August 2023, 14th August 2023; Accepted: 16th August 2023
Keywords:
SME’s, Social Media, Content Marketing, Technological Innovation, Customer EngagementAbstract
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.
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