Analysis of social media marketing strategies towards customer engagement in small and medium enterprises (SMEs) in service industry in Johor, Malaysia

Tie, Ya Rui (2025) Analysis of social media marketing strategies towards customer engagement in small and medium enterprises (SMEs) in service industry in Johor, Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research aims to analyze social media marketing strategies toward customer engagement in Small and Medium Enterprises (SMEs) in the service industry in Johor, Malaysia. Despite the widespread use of social media platforms, many Malaysian SMEs struggle to leverage these tools effectively for customer interaction. Therefore, this research aims to identify key elements of social media marketing strategies that effectively boost customer engagement and the relationship between these strategies and customer engagement. There are three independent variables that had been determined in this research study which are content types, social media advertising features and types of social media platforms. This research will be targeted at individuals with ages ranging from 18 to 55. This research used a quantitative approach with a collected sample of 384 respondents in Johor, Malaysia, through a questionnaire method. The data was analyzed by using descriptive analysis, Pearson correlation analysis, and multiple regression analysis. From the data analysis result, these research findings showed that all of the three determinants have positive relationship to affect customer engagement in SMEs in service industry in Johor. Lastly, several recommendations were suggested such as expanding the geographical scope, broaden the target’s group, collaboration and training for SMEs, and industry associations or government agencies should support SMEs by organizing workshops and campaigns on effective social media usage.

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