Bulletin of Social Studies and Community Development
Bulletin of Social Studies and Community Development (BSSCD) is an open-access journal that publishes high-quality scholarly works across the broad spectrum of social sciences, humanities, and community development. The journal serves as a comprehensive platform for researchers, educators, practitioners, and policymakers to share knowledge, experiences, and innovations that contribute to social understanding, sustainable development, and community empowerment. The scope of the journal comprehensively covers, but is not limited to, the following core areas: • Social and Political Sciences: Sociology, political science, public administration, international relations, governance, and public policy. • Law and Society: Legal studies, human rights, social justice, and the intersection of law, policy, and societal development. • Humanities and Cultural Studies: Anthropology, history, linguistics, literature, arts, cultural identity, and multiculturalism. • Education and Pedagogy: Social issues in educational practice and educational policies,. • Economics and Business: Applied economics, management, business studies, social entrepreneurship, and sustainable economic development. • Community Development and Empowerment: Rural and urban development, poverty alleviation, social welfare, participatory approaches, and applied community engagement practices. • Contemporary Social Issues: Gender studies, youth, marginalized communities, and environmental issues within social contexts. The journal accepts various types of manuscripts, including original research articles, theoretical or conceptual papers, literature reviews, case studies, reports on community service and engagement activities, as well as policy analysis and practice-based articles. Contributions are expected to demonstrate originality, relevance, and a significant impact on advancing knowledge and practice in social studies and community development.
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The Influence of Content Marketing, Digital Human Resource Competence, and Social Media Communication Response on MSME Consumer Trust through Customer Engagement as a Mediating Variable
Nugrahini Susantinah Wisnujati;
Abu Muna Almaududi Ausat;
Syamsuri Syamsuri;
Susatyo Adhi Pramono;
Hizbul Khootimah Azzaakiyyah;
Muhammad Aqib Shafiq
Bulletin of Social Studies and Community Development Vol 5, No 1 (2026): Bulletin of Social Studies and Community Development
Publisher : Institute of Multidisciplinary Research and Community Service
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DOI: 10.61436/bsscd/v5i1.pp30-47
This study aims to analyze the influence of content marketing, digital human resource (HR) competence, and social media communication response on consumer trust in micro, small, and medium enterprises (MSMEs), with customer engagement acting as a mediating variable. The research is motivated by the increasing importance of digital marketing in strengthening consumer trust, particularly among micro, small, and medium enterprises (MSMEs) that often face limitations in technological capability and human resources. This study employed a quantitative explanatory approach involving 100 micro, small, and medium enterprises (MSMEs) in Malang City that actively utilize social media as a marketing platform. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings indicate that content marketing, digital human resource (HR) competence, and communication responsiveness on social media positively and significantly influence consumer trust. Customer engagement also has a direct and significant effect on consumer trust. However, the mediation analysis reveals that customer engagement does not significantly mediate the relationship between content marketing, digital human resource (HR) competence, communication response, and consumer trust. These results suggest that consumer trust in micro, small, and medium enterprises (MSMEs) is primarily shaped directly by content quality, digital capabilities, and professional communication rather than by engagement mechanisms. The study contributes theoretically by strengthening the application of the Theory of Planned Behavior and Customer Engagement Theory in the context of digital marketing for micro, small, and medium enterprises (MSMEs). In practical terms, the findings provide strategic insights for micro, small, and medium enterprises (MSMEs) to sustainably and competitively improve consumer trust through consistent content, enhanced digital competence, and responsive communication in the digital era. Keywords: content marketing, digital HR competence, communication response, consumer trust, MSMEs, customer engagement.