Micro, small, and medium enterprise digital strategy: E-commerce, social media, and influencers for Generation Z–Y loyalty

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Abstract

This study examines the impact of digital marketing strategies through e-commerce, social media, and influencer marketing on emotional resonance and customer loyalty among Generations Z and Y, as well as the moderating role of digital literacy. A quantitative approach was employed using an online survey of 300 respondents from Generations Z and Y. Data were analyzed using structural equation modeling–partial least squares (SEM-PLS). The findings indicate that digital marketing strategies across the three channels significantly enhance emotional resonance and customer loyalty. Furthermore, digital literacy is shown to strengthen the relationship between digital marketing strategies and both emotional resonance and customer loyalty. These results offer practical implications for micro, small, and medium enterprises (MSMEs) in designing effective digital marketing strategies aligned with the characteristics of Generations Z and Y, while also emphasizing the importance of improving customer digital literacy to foster trust and emotional attachment to brands. This study contributes to the literature by proposing a framework that positions digital literacy as a moderating variable in the relationship between digital marketing strategies, emotional resonance, and customer loyalty, providing insights for MSMEs, digital marketers, and policymakers in promoting sustainable customer engagement in the digital era.

Keywords: MSMEs, Digital Marketing Strategy, Customer Loyalty, Emotional Resonance, Digital Literacy, SEM-PLS, Generation Z and Y

Authors’ individual contribution: Conceptualization — E.D.S.T.; Methodology — E.D.S.T. and L.L.; Formal Analysis — E.D.S.T.; Investigation — E.D.S.T., L.L., and A.W.D.P.; Data Curation — E.D.S.T. and A.W.D.P.; Writing — Original Draft — E.D.S.T.; Writing — Review & Editing — E.D.S.T., L.L., and A.W.D.P.; Visualization — E.D.S.T.; Supervision —E.D.S.T.; Project Administration — E.D.S.T.; Funding Acquisition — E.D.S.T.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: D91, L81, M31

Received: 17.08.2025
Revised: 05.11.2025; 24.02.2026
Accepted: 06.03.2026
Published online: 10.03.2026

How to cite this paper: Tarigan, E. D. S., Lores, L., & Purba, A. W. D. (2026). Micro, small, and medium enterprise digital strategy: E-commerce, social media, and influencers for Generation Z–Y loyalty. Corporate and Business Strategy Review, 7(2), 86–95. https://doi.org/10.22495/cbsrv7i2art8