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Author(s): A.B. Krisnanto, Surachman, Sunaryo, Rofiaty
Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness
Article in 17th International Symposium on Management (INSYMA 2020), DOI: 10.2991/aebmr.k.200127.069
社交媒体营销和新兴中小企业的营销绩效：适度的消费者创新
ABSTRACT: Small Medium Enterprise (SME) is the backbone of a countryrsquo;s economy. The support from the government emerges many SMEs that run various businesses. However, selling new products or brands from new business is not an easy task. The use of social media as part of marketing activities is an easy and inexpensive way to introduce a new product to consumers, especially to those consumers who can easily accept the new product. This study aims to explore moderating consumer innovativeness from social media marketing and marketing performance relationship on new SME. Survey technique was used for this research, and data were obtained from 96 respondents who have consumed new SMErsquo;s products. Data were processed and analyzed using WarpPLS. The results of this research showed that marketing performance on new SME was influenced by social media marketing. Consumer innovativeness moderated the influence of social media marketing toward marketing performance on new SME.
摘要：中小企业（SME）是一国经济的支柱。在政府的支持下，出现了许多经营各种业务的中小企业。但是，在新业务中销售新产品或品牌并不是一件容易的事。使用社交媒体作为营销活动的一部分，是一种向消费者（特别是那些容易接受新产品的消费者）推出新产品的简便且廉价的方法。这项研究旨在探索从社交媒体营销和新中小企业的营销绩效关系中抑制消费者创新的能力。这项研究使用了调查技术，数据来自96位使用了新的SME产品的受访者。使用WarpPLS对数据进行处理和分析。研究结果表明，新中小企业的营销绩效受社交媒体营销的影响。消费者的创新性减轻了社交媒体营销对新中小企业营销绩效的影响。
Keywords: Social Media Marketing, Marketing Performance, Consumer Innovativeness, New Business, SME.
关键字：社交媒体营销，营销绩效，消费者创新，新业务，中小企业
1 INTRODUCTION
1引言
Small Medium Enterprise (SME) is the backbone of a countryrsquo;s economy. Thus, the government is always trying to support the SMEs to increase performance and the number of new SMEs. For entrepreneurs, making new SMEs is not easy as various challenges must be faced. Creating, educating, and communicating new products and brands to get potential consumers, and market share is not an easy task
中小企业（SME）是一国经济的支柱。因此，政府一直在努力支持中小企业提高绩效并增加新的中小企业数量。对于企业家来说，要创建新的中小企业并不容易，因为必须面对各种挑战。创建，教育和传播新产品和品牌以吸引潜在消费者、获得市场份额并不是一件容易的事。
From the consumer side, new products or brands will not necessarily be accepted by consumers. Therefore, the use of social media marketing for SMEs will help the product to be known to a broader audience (Derham et al. 2011). Consumers will find it easier to find new business, products, or brands with a social media marketing strategy (Ho amp; Wu, 2011)
从消费者方面来说，新产品或品牌不一定会被消费者接受。因此，对中小企业使用社交媒体营销将有助于该产品被更广泛的受众所了解（Derham et al.2011）。消费者将发现使用社交媒体营销策略更容易找到新业务、新产品或新品牌（Ho＆Wu，2011）。
However, not all consumers will be open to the emergence of new businesses, new products, or new brands. So, targeting consumers who have the attitude to receive, try, and spread information to others becomes critical. It is usually possessed by consumers who have innovative personalities (Hawkins amp; Mothersbaugh 2016). Schiffman amp; Wisenblit (2015) mentioned that consumer innovativeness is consumers who have the desire to try new products to increase the attitude of acceptance of new products for consumers. All of this is an effort of new SME to improve its performance, especially marketing performance as a new business entity.
但是，并非所有消费者都对新业务、新产品或新品牌的出现持开放态度。因此，瞄准那些有接收，尝试和传播信息的态度的消费者变得至关重要。具有创新性格的消费者通常会拥有它（Hawkins＆Mothersbaugh2016）。Schiffman amp; Wisenblit（2015）提到消费者创新是希望尝试新产品以增加消费者接受新产品的态度的消费者。所有这些都是新的中小企业为改善其绩效，特别是作为一个新的商业实体的营销绩效所作的努力。
Marketing performance is the value generated from meeting the desires and needs of consumers through the products produced. It can be evaluated from the process, results, and success of business activities produced, so that marketing performance is multidimensional (Gao 2010). If viewed from the success, marketing performance can be evaluated from the increase in sales, market share, customer satisfaction, repeat purchases, and increase awareness.
营销绩效是通过所生产的产品来满足消费者的需求所产生的价值。可以根据业务活动的过程，结果和成功进行评估，从而使营销绩效具有多维性（Gao 2010）。如果从成功的角度来看，则可以从销量，市场份额，客户满意度，重复购买和提高知名度来评估营销绩效。
Social media marketing is a social network that exists by encouraging customers to share product information with their friends on social media (Leskovec et al. 2008). Social media helps companies to have a strong relationship and access their consumers. Social media marketing should have entertainment, interaction, trendy, customization, and perceived risk components (Seo amp; Park 2018).
社交媒体营销是一种社交网络，它通过鼓励消费者在社交媒体上与其朋友分享产品信息而存在（Leskovec等，2008）。社交媒体可帮助公司建立牢固的关系并吸引他们的消费者。社交媒体营销应具有娱乐性，互动性，时尚性，个性化和可感知的风险成分（Seo＆Park 2018）。
Consumer innovativeness is consumers willingness to accept new ideas and try new products (Hawkins amp; Mothers Baugh 2016). A consumer who has a high innovation has characteristics of not loyal to the brand, opinion leader, likes to try new products (product interest), and tends to be the first to buy and use a product (Schiffman amp; Wisenblit2015).
消费者创新是消费者接受新想法并尝试新产品的意愿。（Hawkins＆Mothers Baugh 2016）。
具有高创新能力的消费者的特征是不忠于品牌，意见领袖，喜欢尝试新产品（产品兴趣），并且往往是第一个购买和使用产品的人（Schiffman＆Wisenblit2015）。
Marketing performance can be measured by sales performance (Homburg et al. 2007) and brand performance (Kotler amp; Keller 2016). Previous research results showed that social media marketing has a positive and significant effect on brand image and brand awareness (Seo amp; Park 2018). Other research showed that by mediating value equity and brand equity, social media has a positive effect on customer intention to purchase and customer loyalty (Kim amp; Ko 2012). However, negative comments can have a negative impact on a product or brand (HennigThurau et al. 2013).
营销绩效可以通过销售绩效（Homburg et al。2007）和品牌绩效（Kotler＆Keller 2016）来
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