Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia
This study investigates the impact of social media marketing on the performance of small and medium-sized enterprises (SMEs) in the restaurant industry in Penang. The primary aim is to explore how different social media platforms, content quality, and posting frequency influence key performance indi...
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| Format: | Article |
| Language: | English |
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Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Perlis
2025-03-01
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| Series: | Journal of Computing Research and Innovation |
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| Online Access: | https://jcrinn.com/index.php/jcrinn/article/view/487 |
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| author | Tisya Farida Abdul Halim Raziff Jamaluddin Nuraini Abdullah Mohd Khairulnizam Zahari Nur Syuhadah Kamaruddin Bannu A/P Subramanian |
| author_facet | Tisya Farida Abdul Halim Raziff Jamaluddin Nuraini Abdullah Mohd Khairulnizam Zahari Nur Syuhadah Kamaruddin Bannu A/P Subramanian |
| author_sort | Tisya Farida Abdul Halim |
| collection | DOAJ |
| description | This study investigates the impact of social media marketing on the performance of small and medium-sized enterprises (SMEs) in the restaurant industry in Penang. The primary aim is to explore how different social media platforms, content quality, and posting frequency influence key performance indicators such as service quality ratings and reviews. Employing a quantitative research design, the study collected data through surveys distributed to SME restaurant owners, co-owners, managers, workers, and others in Penang. Analysis revealed a significant positive correlation between strategic social media marketing and enhanced SME performance, with notable improvements in service quality ratings and customer reviews. The findings highlight the importance of high-quality, engaging content and optimal post-timing in maximizing customer interaction and business outcomes. These insights suggest that SMEs in Penang's restaurant industry can achieve a competitive edge and sustainable growth by effectively leveraging social media marketing strategies. The study contributes to the existing body of knowledge by providing empirical evidence on the effectiveness of tailored social media marketing strategies for SMEs, offering practical implications for business owners and policymakers. Future research could explore the integration of social media with other marketing elements and the impact of emerging digital tools on SME performance.
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| format | Article |
| id | doaj-art-64bfd130f99f4faca86b4200dd8de7c7 |
| institution | Kabale University |
| issn | 2600-8793 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Perlis |
| record_format | Article |
| series | Journal of Computing Research and Innovation |
| spelling | doaj-art-64bfd130f99f4faca86b4200dd8de7c72025-08-20T03:42:37ZengFaculty of Computer and Mathematical Sciences, Universiti Teknologi MARA PerlisJournal of Computing Research and Innovation2600-87932025-03-0110110.24191/jcrinn.v10i1.487 Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, MalaysiaTisya Farida Abdul Halim0Raziff Jamaluddin1Nuraini Abdullah2Mohd Khairulnizam Zahari3Nur Syuhadah Kamaruddin4Bannu A/P Subramanian5Universiti Malaysia PerlisUniversiti Malaysia Perlis (UniMAP)Universiti Malaysia Perlis (UniMAP)Universiti Malaysia Perlis (UniMAP)Universiti Malaysia Perlis (UniMAP)Universiti Malaysia Perlis (UniMAP)This study investigates the impact of social media marketing on the performance of small and medium-sized enterprises (SMEs) in the restaurant industry in Penang. The primary aim is to explore how different social media platforms, content quality, and posting frequency influence key performance indicators such as service quality ratings and reviews. Employing a quantitative research design, the study collected data through surveys distributed to SME restaurant owners, co-owners, managers, workers, and others in Penang. Analysis revealed a significant positive correlation between strategic social media marketing and enhanced SME performance, with notable improvements in service quality ratings and customer reviews. The findings highlight the importance of high-quality, engaging content and optimal post-timing in maximizing customer interaction and business outcomes. These insights suggest that SMEs in Penang's restaurant industry can achieve a competitive edge and sustainable growth by effectively leveraging social media marketing strategies. The study contributes to the existing body of knowledge by providing empirical evidence on the effectiveness of tailored social media marketing strategies for SMEs, offering practical implications for business owners and policymakers. Future research could explore the integration of social media with other marketing elements and the impact of emerging digital tools on SME performance. https://jcrinn.com/index.php/jcrinn/article/view/487SME PerformanceSocial Media MarketingRestaurant IndustryContent QualityCustomer EngagementDigital Marketing Strategies |
| spellingShingle | Tisya Farida Abdul Halim Raziff Jamaluddin Nuraini Abdullah Mohd Khairulnizam Zahari Nur Syuhadah Kamaruddin Bannu A/P Subramanian Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia Journal of Computing Research and Innovation SME Performance Social Media Marketing Restaurant Industry Content Quality Customer Engagement Digital Marketing Strategies |
| title | Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia |
| title_full | Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia |
| title_fullStr | Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia |
| title_full_unstemmed | Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia |
| title_short | Leveraging social media for enhanced SME performance in the restaurant industry: A Case study of Penang, Malaysia |
| title_sort | leveraging social media for enhanced sme performance in the restaurant industry a case study of penang malaysia |
| topic | SME Performance Social Media Marketing Restaurant Industry Content Quality Customer Engagement Digital Marketing Strategies |
| url | https://jcrinn.com/index.php/jcrinn/article/view/487 |
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