Citation

Pintu, Shahidul Islam and Kistipad, Shaisthasaba and Muttu, Thilagavathi and AlDharhani, Ghassan and Chowdhury, Alma Khanam and Akter, Ela and Haque, Mir Hafizul (2026) SThe Impact of Sustainable Social Media Marketing Strategies on Sales Performance of Food and Beverage (F&B) in Klang Valley. In: 2026 International Conference on Digital Transformation, Innovation & Sustainable Development (DTISD), 20-22 July 2026, Aden, Yemen.

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Abstract

This research paper investigates how sales of the Food and Beverage (F&B) SMEs in Klang Valley and Kuala Selangor can be influenced by Social Media Marketing (SMM). Unlike traditional or short-term SMM strategies, in this research, SMM is considered sustainable if it utilizes digital platforms strategically and efficiently to build long-term customer relationships and brand loyalty. It explores four SMM components, which are customer feedback, communication, content distribution, and customer relationship management (CRM) solutions. The study concludes that strategic SMM increases the visibility of the brand, engagement, and retention of customers through quantitative surveys of 50 Small and Medium Enterprises (SMEs) using stratified random sampling. Marketing improvements are also hampered by the limitations of analysis. Some of the recommendations are SMM personnel education and sentiment analysis software, as well as governmental aid in digital transformation. Another point highlighted in the study is that CRM practices enable SMEs to establish personal relationships with customers, and this relationship enhances consistency of loyalty and repeat purchase behaviour. The paper concludes that SMM is a key success factor in SMEs but the sample size and geographical coverage are insufficient to ascertain the exact contribution and thus require additional investigation.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Sustainable, Social Media Marketing, SMEs, Sales Performance, F&B, Digital Marketing, Customer Engagement
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	01 Oct 2026 06:27
Last Modified:	01 Oct 2026 06:27
URII:	http://shdl.mmu.edu.my/id/eprint/16785

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