The Effectiveness of Digital Campaigns in Enhancing the Competitiveness of Local Products in the ASEAN
Keywords:
Digital Campaigns, Local Products, Competitiveness, ASEAN, MSMEsAbstract
Digital campaigns offer micro, small, and medium enterprises (MSMEs) opportunities to expand market reach and strengthen the competitiveness of local products across ASEAN. However, the effectiveness of digital campaigns remains conditional, and existing studies rarely integrate campaign design, cultural authenticity, organizational capabilities, and ecosystem conditions into a single framework. This study examines how digital campaigns contribute to local-product competitiveness by synthesizing evidence on marketing performance, consumer responses, and the capabilities required to convert campaign engagement into business outcomes. An integrative literature review was conducted using scholarly studies and institutional sources published between 2022 and 2026. Ten scholarly studies and three institutional sources were selected and thematically synthesized. The findings indicate a moderate positive association between digital marketing and MSME performance (pooled r = 0.37 across 56 studies). Interactive formats, including live streaming and real-time communication, strengthen purchase intention, while culturally authentic content enhances consumer engagement. Nevertheless, digital adoption alone does not guarantee competitiveness. Organizational capabilities, particularly innovation, productivity, analytics, and digital marketing skills, condition campaign effectiveness. Evidence directly measuring local-product competitiveness across ASEAN countries remains limited. Effective digital campaigns require an integrated approach combining interactive campaign design, cultural authenticity, organizational capabilities, and supportive ecosystem conditions. MSMEs should strengthen branding, analytics, content planning, and account security before scaling campaigns. Future research should test the proposed framework using multi-country ASEAN data and direct measures of competitiveness, including sales, repeat purchases, and export performance.
References
ASEAN Secretariat. (n.d.). Development of micro, small and medium enterprises (MSME) in ASEAN: Overview. ASEAN. https://asean.org/our-communities/economic-community/resilient-and-inclusive-asean/development-of-micro-small-and-medium-enterprises-in-asean-msme/overview
Davvetas, V., Sichtmann, C., Saridakis, C., & Diamantopoulos, A. (2023). The global/local product attribute: Decomposition, trivialization, and price trade-offs in emerging and developed markets. Journal of International Marketing, 31(3), 19–40. https://doi.org/10.1177/1069031X221143095
Deku, W. A., Wang, J., & Preko, A. K. (2024). Digital marketing and small and medium-sized enterprises' business performance in emerging markets. Asia Pacific Journal of Innovation and Entrepreneurship, 18(3), 251–269. https://doi.org/10.1108/APJIE-07-2022-0069
Fadilla, M., Maizi, H., & Erwan, F. (2026). SWOT-based strategic development for enhancing MSMEs digital marketing performance in Banda Aceh. Applied Information System and Management (AISM), 9(1), 167–174. https://doi.org/10.15408/aism.v9i1.50364
Google, Temasek, & Bain & Company. (2025). e-Conomy SEA 2025. https://blog.google/around-the-globe/google-asia/sea-economy-2025/
International Chamber of Commerce. (2022). MSME digital exports in Southeast Asia: A study of MSME digital exports in 10 ASEAN markets. https://iccwbo.org/news-publications/policies-reports/msme-digital-exports-in-southeast-asia-a-study-of-msme-digital-exports-in-10-asean-markets/
Lestari, R. B., Sulastri, Shihab, M. S., & Andriana, I. (2024). Social media marketing and its impact on SMEs' business performance. KnE Social Sciences, 9(14), 503–515. https://doi.org/10.18502/kss.v9i14.16121
Mardatillah, A., Yuliani, S., Ghani, M. M., & Rosmayani, R. (2025). Digital marketing strategy across cultures: Algorithmic bias, local media, MSME performance, Indonesia & Malaysia. International Journal of Innovative Research and Scientific Studies, 8(2), 4091–4101. https://doi.org/10.53894/ijirss.v8i2.6233
Mung, D. T., & Minh, T. H. (2026). Internal capabilities, digital transformation, and SME export performance: Evidence from Vietnam's manufacturing industries. Problems and Perspectives in Management, 24(2). 10.21511/ppm.24(2).2026.37
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2023). The effects of social media live streaming commerce on Vietnamese Generation Z consumers' purchase intention. Innovative Marketing, 19(4), 269–283. https://doi.org/10.21511/im.19(4).2023.22
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital marketing capability and MSMEs performance: Understanding the moderating role of environmental dynamism. Jurnal Manajemen Teori dan Terapan, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
Ukshini, K., Bajrami, R., & Arifaj, A. H. (2025). Meta-analysis of publications on the impact of digital marketing strategies on small and medium enterprise performance. Innovative Marketing, 21(4). 10.21511/im.21(4).2025.10
Yuniar, I. N., Agung, S., & Nugrahaningsih, H. (2026). The effect of product try-ons by streamers and real-time live interactions on purchase intention: Case study: PT Lea Gloria Beautindo. Inovator: Jurnal Manajemen, 15, 177–189. https://ejournal.uika-bogor.ac.id/index.php/INOVATOR/article/download/24164/8933/119868
