Beyond the Menu: A Qualitative Study on Social Media-Driven Brand Engagement in Makassar's F&B MSMEs

Abstract

This study investigated how micro, small, and medium enterprises (MSMEs) in the food and beverage sector in Makassar utilized social media to enhance brand engagement. The research aimed to explore the strategies, experiences, and challenges faced by MSME owners in leveraging digital platforms for customer interaction and brand building. A qualitative method was applied, involving in-depth interviews with eight business owners and direct observations of their Instagram and TikTok activity. The findings revealed that social media served as a primary channel for customer acquisition, especially in the absence of traditional advertising. Visual content, authenticity, and emotional connection emerged as key drivers of engagement. While most MSMEs used social media regularly, strategic planning and data analysis were generally lacking. Some businesses achieved notable customer loyalty through simple interaction techniques and culturally relevant content. However, limited digital skills and time constraints remained significant barriers. The study concluded that brand engagement among MSMEs was driven more by relational authenticity than by follower counts, and that meaningful support structures are essential to maximize the digital potential of small businesses.