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Journal : Jurnal Moral Kemasyarakatan

Value Crisis in SMEs Branding Communication: A Systematic and Bibliometric Study of Business Ethics Transformation Hartati, Sri; Karim, Edwin; Alam, Naufal Shayed; Wijaya, Fanji
Jurnal Moral Kemasyarakatan Vol 10 No 2 (2025): Volume 10, Nomor 2 - Desember 2025
Publisher : Universitas PGRI Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jmk.v10i1.12340

Abstract

In today’s complex digital and ethical business environment, MSMEs face increasing tension between market-driven branding strategies and the integration of authentic ethical values. This study identifies a core problem in the literature: a persistent fragmentation between performance-oriented branding and ethics-oriented communication within MSME practices. Using a Systematic Literature Review (SLR) guided by PRISMA 2020 and supported by bibliometric tools (Bibliometrix and VOSviewer), we analyzed 79 Scopus-indexed articles published between 2015 and 2025. The analysis reveals three dominant conceptual clusters: (1) digital branding and social media, (2) sustainability and CSR integration, and (3) ethical legitimacy and stakeholder value. Despite increasing attention to sustainability, ethical dimensions often remain symbolic or fragmented. As a response, this study proposes a novel framework integrating digital strategy, value-based sustainability, and ethical stakeholder legitimacy. The study contributes a conceptual foundation for future research and offers practical guidance for branding strategies that are not only performative but also ethically grounded and socially legitimate.
Co-Authors Abdul Aziz Mubarok, Dadan Abdulrahman, Al Shikhy Acep Angga Saepul Rahman Acep Angga Saepul Rahman Adib Sultan, Adib Adib, Mokh Agus Rahayu Agus Teny Aksa, Azka Azzahra El Al Fikri Rachman, Iqbal Alam, Naufal Shayed Alyssa Zahra, Divani Andini, Fitriyani Andre Suryaningprang Ardany, Yasmin Tiara Arie Hendra Saputro Asti Nur Aryanti C. Furqon Chairul Furqon, Chairul Dadan Abdul Aziz Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dameria, Oktaviani Deasy Permatasari Dinda Fitriya Nurazyka Divani Alyssa Zahra Doni Zaelani Eka Septiarini Erna Herlinawati Fina Fahrina Fahrunisa Gurawan Dayona Ismail Heny Hendrayati Ikaputera Waspada, Ikaputera Indrianti, Resa Putri Iqlal Muhammad Luthfi Ismail, Gurawan Dayona Jaya, Rama Chandra Karamang, Ezra Karim, Edwin Karimah Azzahra, Waffa L. Lisnawati Listri Herlina Luthfi, Zulfan Maya Sari Mochamad Adieb Sultan Moeryawan, Aldira Abroury Mokh Adib Sultan, Mokh Adib Monika, Ajeng Muhamad Alqan Fajri Muhamad Rio Albariq Muhamad Rizki Pratama Muhamad Rizki Pratama Mukti Ali, Mochammad Muttaqin, Ridlwan Niken Annisa Zulkarnaen Nur Solehah Nuriana, Mellysha Septiani Putri Dwi Nurpatimah, Siti Oktapian, Elsa Oktaviana, Puji Miranti Oktavianti, Ayu Nur Rahma Palupi Permata Rahmi Pratama, Muhamad Rizki Puspita, Putri Aina Putri Carolina Yasmine Ramdan, Ahmad Taufiq Maulana Ratna Ningsih Recky Recky Retno Nur Alfanti Reviana, Raisa Rismayanti, Ayu Riyandi Nur Sumawidjaja Rizki, Septiani Rizkya, Susi Nurul Sahati, Antonius Salsabila, Farha Santi Damayanti Setiawan, Rizky Kurnia Shalsa Nur Aulia Shinta Octaviana Shifa Siddiq, Andhika Mochamad Sidqi, Alzan Zhafir Sirin Nauval Duratulhikmah SITI ROHMAWATI Siti Sarah, Siti Siti Zahara Sofy Novianti Sri Hartati Subiya, Atika Triya Supiyadi, Dedi Surachman, Eka Suryana Suryana Suryana Suryana Tawaqal, Rizki Surya Utami, Latifa Alda Vandana, Anggi Febri Waffa Karimah Azzahra Yordan Kalos Yosi Josiva Yoyo Sudaryo