1 Clinton School of Public Service, University of Arkansas Little Rock, Arkansas, United States.
2 Pompea College of Business, University of New Haven, Connecticut, United States.
3 Sawyer Business School, Suffolk University, Boston, Massachusetts, United States.
4 College of Business Administration, University of Illinois, Springfield, Illinois, United States.
Review Article
World Journal of Advanced Research and Reviews, 2024, 23(01), 1242-1252
Received on 07 June 2024; revised on 12 July 2024; accepted on 15 July 2024
This study investigates how user-generated and firm-created content could help small and medium-sized enterprises (SMEs) become more competitive and responsive. The study used cross-sectional and survey methods to target SMEs with a digital presence in Lagos, Abuja, Port Harcourt, and Kano. Cochran's sampling for unknown populations helped estimate the sample size of 385 respondents. These 385 SMEs must be online via Facebook marketing, YouTube, Instagram, TikTok advertisements, or corporate websites. Emails, Google surveys, and physical delivery were used to collect data; Cronbach's alpha coefficient was then used to verify the reliability of the research instrument with values greater than 0.7 for every construct. By allowing SMEs more control over their brand story and more successful interaction with their target market, firm-created content increases their competitiveness. It also helps SMEs quickly adjust to market changes using quick communication and fast changes. User-generated material increases competitiveness by using accurate consumer comments and encouraging additional participation. Real-time feedback helps SMEs immediately meet consumer demands and change their approach as needed, improving responsiveness. The study recommended that SMEs actively support user-generated content and employ analytical tools and efficient monitoring to raise responsiveness and competitiveness. By using these dynamic traits, SMEs could meet market needs, stay flexible, and experience long-term success.
Firm-created content; User-generated content; SME competitiveness; SME responsiveness; Dynamic capacities theory
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Salami O Afolabi, Yemisi A Owoade, Emmanuel Amienwalen Iyere and Thelma Nwobi. Exploring the potential of digital marketing skills development for SMES competitiveness and responsiveness. World Journal of Advanced Research and Reviews, 2024, 23(1), 1242-1252. Article DOI: https://doi.org/10.30574/wjarr.2024.23.1.2123