SME’s Go Green: The Moderating Role of Social Media Marketing

Abstract

SMEs have a strategic role as pillars of the national economy. In fact, the development of SME business capabilities is still limited, especially in responding to the present era of global green norms. This research aims to investigate the transformation of SME’s challenges into opportunities in the context of the era of green global norms ie. the impact of environmental strategy on green marketing performance moderated by social media marketing strategies. A quantitative approach was employed in this study. Using the purposive sampling technique, a total of 171 SME managers were obtained.  Data analysis was conducted using the PLS-SEM approach and SmartPLS software. Statistical test on the SME’s Go Green structural model through the moderating role of social media marketing strategies was carried out. This study verifies that there is a moderating role of social media marketing strategies in the impact of environmental strategies on green marketing performance. This confirms SMEs dynamic capabilities to respond the era of global green norms by empowering social media as an effective brand communicator to improve green marketing performance. However, looking at strategic role of SME and trend of green global awareness this research should also see social media marketing strategies as the main driver in communicating business green-oriented best practices. Nevertheless, the findings of this research could serve as a base for future researches on green dynamic marketing capability