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 1. Home /
 2. Archives /
 3. Vol. 1 No. 2 (2023): (GIJEA) Greenation International Journal of Economics
    and Accounting (June 2023) /
 4. Articles


SOCIAL MEDIA AND ITS ROLE IN IMPROVING BUSINESS PERFORMANCE


AUTHORS

 * Johni S Pasaribu Information System, Politeknik Piksi Ganesha, West Java,
   Indonesia


DOI:

https://doi.org/10.38035/gijea.v1i2.74


KEYWORDS:

Information Access, Business Performance, Customer Relations,, Online Marketing,
Social Media Usage


ABSTRACT

Since the early 2000s, Internet technology has significantly influenced various
aspects of people's lives around the world. Social media technology is one of
the most recent examples of the ongoing interaction between humans and
technology that is transforming society. Li and Bernoff use the term
“groundswell” to describe social trends, in which people use social media
technology to get the information they want from other social media users, not
from ordinary professional or public sources. The use of social media has now
become a trend and is the most popular digital platform because of its low cost
and minimal technical requirements. Social media is not only used by companies
as a marketing medium, but is also used to access information about their
market, competitors and customers as a tool to improve business performance and
innovation. Furthermore, social media is an external means of communication in
customer relations. The purpose of this study is to identify the factors that
encourage business owners to adopt social media in their business besides
knowing what benefits are expected to be obtained when using it. Furthermore,
this research explores the perceived benefits and risks of using social media in
business. The results of this study prove that social media is very useful for
business owners in promoting products, reducing marketing costs, improving
relationships with consumers, expanding market share, and gaining access to
information for product development purposes.


REFERENCES

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T. Cao, Y., Ajjan, H., Hong, P., & Le, “Using social media for competitive
business outcomes,” J. Adv. Manag. Res., vol. 15, no. 2, pp. 211–235, 2018.
M. Kaplan, A. M., & Haenlein, “Users of the world, unite! The challenges and
opportunities of Social Media,” Bus. Horiz., vol. 53, no. 1, pp. 59–68, 2010.


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PUBLISHED

2023-08-30


HOW TO CITE

S Pasaribu, J. . (2023). Social Media and Its Role in Improving Business
Performance. Greenation International Journal of Economics and Accounting, 1(2),
246–254. https://doi.org/10.38035/gijea.v1i2.74
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ISSUE

Vol. 1 No. 2 (2023): (GIJEA) Greenation International Journal of Economics and
Accounting (June 2023)


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Articles


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