Platform Governance and SME Marketing Autonomy: Evidence from the Digital Marketplace
DOI:
https://doi.org/10.59971/jumawa.v3i3.436Keywords:
Platform Governance, SME Marketing Autonomy, Algorithmic Governance, Digital Platforms, Emerging MarketsAbstract
This study explores how platform governance shapes the marketing autonomy of small and medium-sized enterprises (SMEs) operating in digital marketplaces. While prior research has largely emphasized the benefits of digital marketing adoption, limited attention has been given to how platform rules and control mechanisms influence SMEs’ strategic independence. Adopting a qualitative approach, this study draws on in-depth interviews with SME actors actively engaged in major digital marketplace platforms, complemented by document analysis of platform policies. Using thematic analysis, the findings reveal that platform governance manifested through visibility algorithms, promotional restrictions, rating systems, and fee structures systematically constrains SMEs’ ability to independently determine pricing, promotional strategies, and customer engagement. Participants describe a shift from proactive marketing strategies to adaptive behaviors aligned with platform logic, indicating a gradual erosion of marketing autonomy. The study also identifies emerging forms of dependency, where SMEs increasingly rely on platform-driven exposure to sustain business performance. By foregrounding the lived experiences of SME actors, this research contributes to the literature by reframing digital marketing within the context of platform governance and power asymmetry. The findings offer practical insights for SMEs and policymakers to better navigate and regulate platform-based market environments.
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References
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