The Role of Social Media Communication in Supporting Digital Entrepreneurship and MSME Development

Abstract

This article aims to examine Social Media. The development of digital technology has changed the way businesses conduct business activities, particularly in the areas of marketing and communication with consumers. Social media has become one of the most widely utilized tools because it can reach a wide market at a relatively low cost. Platforms such as Instagram, TikTok, Facebook, and WhatsApp Business are used not only as promotional media but also as a means to build brand image, increase interaction with customers, and expand marketing networks. This study aims to examine the use of social media as a means of entrepreneurship in the digital era through a literature study approach. The method used is a descriptive literature study by collecting and analyzing various journals, books, and relevant research results on social media, digital marketing, and entrepreneurship. The results of the study indicate that social media plays a significant role in increasing product visibility, expanding market reach, building consumer trust, and increasing the competitiveness of MSMEs. Furthermore, the successful use of social media is greatly influenced by the quality of content, consistency of account management, and the ability of entrepreneurs to understand the characteristics of each digital platform. However, various challenges remain, such as low digital literacy and high competition in the digital space. Therefore, entrepreneurs need to improve their digital capabilities and implement appropriate marketing strategies to optimally utilize social media. With good management, social media can be a strategic tool to support business growth and sustainability in the digital era.