Sustainable Branding : Empowering SMEs Through Digital Marketing Strategies
DOI:
https://doi.org/10.61132/lokawati.v1i2.909Keywords:
Sustainable digital marketing, Brand identity redefinition, Micro, Small, and Medium Enterprises (MSMEs), Qualitative research, Thematic analysisAbstract
This research aims to explore sustainable digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) with a focus on redefining brand identity. The research employs a qualitative approach, utilizing in-depth interviews and thematic analysis. A purposive sampling technique is employed to select participants from diverse MSME backgrounds. Through rigorous thematic analysis, the study reveals insights into effective digital marketing strategies that align with sustainability goals while reshaping brand identities for MSMEs. The findings highlight the importance of authenticity, transparency, and social responsibility in crafting sustainable brand identities in the digital era. This research contributes to the understanding of practical strategies for MSMEs to thrive in the competitive digital marketplace while embracing sustainability principles.
References
Benardi, B., Chaidir, M., Amelia, Y., & Qalbia, F. (2022). Sustainable digital marketing strategies for enhancing micro, small and medium enterprises product branding. Proceeding of The International Conference on Economics and Business, 1(1), 244-252. https://doi.org/10.55606/iceb.v1i1.373
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice. Pearson UK.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications.
Ekawahyu Kasih, Cahyatih Kumandang, & Yulianti, G. (2022). Exploration of sustainable digital marketing approaches for amplifying micro, small and medium enterprises product branding. Proceeding of The International Conference on Economics and Business, 1(1), 263-271. https://doi.org/10.55606/iceb.v1i1.375
Fisk, R. P., Grove, S. J., Harris, L. C., Keeffe, D. A., & Russell-Bennett, R. (2010). Sustainability marketing: A global perspective. John Wiley & Sons.
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Krause, D., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2020). Sustainability and digital marketing: An integrated perspective. Journal of Business Research, 113, 220-232.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
Ruslaini, R. (2021). Establishing sustainable practices on micro, small and medium enterprises (MSMEs) to advance Indonesia’s economic growth. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3787801
Yulianti, G., Kusnanto, E., Patricia, M. C., & Santoso, S. (2022). Sustainability and digital marketing in uplifting micro, small and medium enterprises product branding: An investigative study. Proceeding of The International Conference on Economics and Business, 1(1), 253-262. https://doi.org/10.55606/iceb.v1i1.374
Yulianti, G., Patricia, M. C., & Kusnanto, E. (2022). Sustainable digital marketing models for uplifting micro, small and medium enterprises product branding. Proceeding of The International Conference on Economics and Business, 1(2), 932-941. https://doi.org/10.55606/iceb.v1i2.378
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
