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All Journal ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Wahid, Syahrul Mu’Arif
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science

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Enhancing Social Value through Orange Technology Adoption in Creative Industry Micro Enterprises Lutfiani, Ninda; Purnomo, Hindriyanto Dwi; Chakim, Heru Riza; Wahid, Syahrul Mu’Arif; Sauntos, Oliver
ADI Bisnis Digital Interdisiplin Jurnal Vol 6 No 2 (2025): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/abdi.v6i2.1353

Abstract

Social media–based digital transformation has become an essential strategy for MSMEs to expand their market reach and strengthen consumer loyalty in the digital economy era. This article presents a conceptual review and empirical synthesis of digital business transformation strategies in MSMEs that utilize social media as the core channel for marketing and customer service. By integrating the Technology Acceptance Model (TAM), Customer Engagement theory, and the Resource-Based View, this paper proposes a strategic framework consisting of (1) digital capabilities, (2) content and engagement, (3) digital after-sales services, and (4) a collaborative ecosystem (platforms and micro-influencers). The literature synthesis indicates that interactive social media activities and responsive services are consistently associated with increased customer engagement and brand loyalty among MSMEs. Practical recommendations and future research directions are provided to support MSMEs in implementing loyalty-oriented digital transformation.
Co-Authors Chakim, Heru Riza Hindriyanto Dwi Purnomo Ninda Lutfiani Sauntos, Oliver