<![CDATA[This study examines the effects of human capital development and performance feedback on social media marketing effectiveness among MSMEs, with employee agility as a mediating variable. Drawing on the Dynamic Capabilities perspective, the study conceptualizes employee agility as a behavioral mechanism through which organizational resources are transformed into adaptive marketing outcomes. A quantitative cross-sectional survey was conducted among 300 MSME owners, managers, and employees involved in social media marketing activities in Purwakarta Regency, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling. The findings indicate that human capital development has a significant positive effect on employee agility, demonstrating the importance of continuous competency development in strengthening employees' adaptive capacity. Performance feedback also significantly enhances employee agility by providing information that supports learning and behavioral adjustment. Employee agility exhibits a strong positive effect on social media marketing effectiveness and significantly mediates the relationships between human capital development and marketing effectiveness as well as between performance feedback and marketing effectiveness. The findings demonstrate that effective social media marketing depends not only on digital technology but also on employees' capacity to learn, adapt, and respond rapidly to changing conditions.]]>
Copyrights © 2026
