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All Journal IKRA-ITH ABDIMAS International Journal of Engineering, Science and Information Technology Practice of Fashion and Textile Education Journal Jurnal Pendidikan Teknik dan Vokasional BAJU: Journal of Fashion and Textile Design Unesa Journal of Pedagogi
Sesnawati, Yeni
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Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Social Sciences Transportation Other

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A Systematic Literature Review On Social Media Utilisation And Technology Readiness For Enhancing Marketing Capabilities Of Fashion And Tailoring SMEs Priyatin, Jundian; Febriana, Rina; Sesnawati, Yeni
Journal of Pedagogi Vol. 2 No. 6 (2025): Journal of Pedagogi-December
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/jtbc0x47

Abstract

This study presents a systematic literature review (SLR) examining how social media use and technology readiness enhance the marketing capabilities of fashion and tailoring SMEs. As digital platforms increasingly shape consumer behaviour and competition, many SMEs, particularly in the fashion and tailoring sectors, face challenges in adopting and optimising social media for marketing. Using a PRISMA-based review protocol, this research analysed peer-reviewed studies published between 2013 and 2024 across major academic databases. A total of selected articles meeting the inclusion criteria were synthesised through qualitative thematic analysis. The findings reveal three dominant themes: (1) social media functions as a strategic and cost-effective marketing tool that supports customer engagement, brand visibility, and product promotion; (2) technology readiness, comprising technological competence, digital infrastructure, and managerial support, significantly influences SMEs’ ability to adopt digital marketing tools; and (3) the integration of social media and adequate technology readiness strengthens SMEs’ marketing capabilities, particularly in market sensing, customer relationship management, and product differentiation. This review contributes theoretically by mapping the intersection between digital adoption and capability development, and practically by offering insights for SME practitioners and policymakers to support digital transformation in the fashion and tailoring industry.
Co-Authors Annisa Rahmawati, Dinda Arrsyi, Esty Nurbaity Matin Albar, Yoga Meliawati, Annissa Monica, Sarah Muliandra, Aristi Noor, Muhamad Aiman Afiq Mohd Nurbaity, Esty Oktavia Cahyo Ningrum, Rizka Prabawati, Melly Priyatin, Jundian Purnama, Rahayu Radiona, Vivi Rina Febriana Rumilda, Nandia Elizabet Sapitri, Lutfia Ayu Siska Andriani Suryawati Suryawati Suryawati Tajuddin, Rosita Mohd Wesnina, Wesnina Zahra, Lutfia