The Effective Strategy Of Influencer Marketing That Enhance Promotional Strategy In SMEs

Edi Norsam, Nurliyana Nabila (2019) The Effective Strategy Of Influencer Marketing That Enhance Promotional Strategy In SMEs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Small medium enterprise (SMEs) is the backbone of the economy in Malaysia.In order to increase the promotional strategy, SMEs need to create effective action plan . Influencer marketing has become one of the tools of marketing that can enhance promotional strategy in SMEs. However, majority number of SMEs lack in practicing th e correct way to use the influencer marketing strategy. There was also high use of Internet and social media has made changes in communication between the SMEs and consumers. The purpose of the study to identify the effectiveness of influencer marketing strategy. In addition, it also identifies the relationship between the strategy of influencer marketing and enhance promotional strategy in SMEs and also analyze the most important strategy of influencer marketing that enhance the promotional strategy in SMEs . There were total number of 338 respondents has contribute in answering the survey. The respondents were from online SMEs from all states in Malaysia . They have answered a set of questionnaires that consists of demographic profile, effective strategy of influencer marketing and also effective strategy of influencer marketing that enhance promotional strategy in SMEs. Data that have been collected were analyses through Software Package for Social System (SPSS). The results showed that all of the strategy were significant to enhance promotional strategy in SMEs . These findings , provides valuable information for businesses and online SMEs to improve the promotional strategy

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