EMPOWERING MSMEs THROUGH SOCIAL MEDIA MARKETING: A PATHWAY TO ACHIEVE SDG 8 AND SDG 9 IN DEVELOPING ECONOMIES

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are recognized as critical drivers of economic development, innovation, and employment in developing countries. However, many MSMEs face significant barriers to growth and competitiveness, particularly in adapting to digital transformation. In this context, social media marketing (SMM) emerges as a powerful, low-cost strategy that can enhance MSME visibility, customer engagement, and market expansion. This study explores the role of SMM in empowering MSMEs and its potential contribution to achieving Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Using a literature review method complemented by a simple qualitative case analysis of selected Indonesian MSMEs, this paper identifies key patterns, enablers, and constraints in the adoption of social media marketing. Findings suggest that SMM not only supports business recovery and resilience, especially post-pandemic, but also fosters innovation through greater consumer feedback and co-creation. Moreover, access to digital platforms promotes inclusivity by enabling marginalized entrepreneurs, including women and rural business owners, to participate in broader markets. The paper concludes that empowering MSMEs through strategic and inclusive use of SMM can be an effective pathway toward inclusive economic growth and innovation ecosystems aligned with SDGs. Policy implications include the need for digital literacy programs, infrastructure support, and public-private collaboration to scale the impact of SMM. This study contributes to the growing discourse on digital inclusion, sustainable entrepreneurship, and development-oriented marketing strategies in emerging economies.