Digital resilience in turbulent times: How small, medium and microenterprises leverage social media advertising for survival in a volatility, uncertainty, complexity and ambiguity environment

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strategies. Aim: This study explores the perceptions of SMME owners or managers in South Africa’s beauty industry regarding the use of social media advertising platforms for business survival. Setting: The research focused on SMME owners and managers within the South African beauty industry. Methods: Guided by the 4Cs Marketing Mix (Customer needs, Cost, Convenience and Communication) and the customer experience framework, this qualitative study engaged 15 SMME participants through semi-structured interviews to examine how social media enhances customer experience and operational resilience. Results: Findings show that platforms such as WhatsApp, Instagram and TikTok provide advantages in ensuring convenience and enabling effective, real-time communication. Participants highlighted automated messaging, digital catalogues, direct messaging and influencer marketing as cost-effective tools for customer engagement and service delivery. These practices align with the 4Cs and customer experience framework, showing how SMMEs can meet consumer expectations, reduce costs and remain relevant in a changing digital marketplace. Conclusion: The findings suggest that using the 4Cs Marketing Mix and customer experience through social media can improve brand visibility, customer loyalty and long-term survival of SMMEs in a VUCA environment. Contribution: This study adds to limited literature on digital advertising in the SMME sector by highlighting the role of customer experience in advertising.