Social ecology based innovation communication for MSME sustainability: An exploratory sequential mixed methods study

This study investigates social ecology-based innovation communication as a strategic mechanism for enhancing the sustainability of micro, small, and medium enterprises (MSMEs). By integrating Urie Bronfenbrenner's ecological systems perspective and Everett M. Rogers' innovation diffusion framework, innovation communication is conceptualized as a socially embedded process in which relational and environmental support is transformed into adaptive business strategies. An exploratory sequential mixed-methods design was used. The qualitative phase involved interviews with 12 MSME owners to explore how peer networks and community engagement shape innovation communication practices. Insights from this phase informed a survey of 160 MSMEs in Indonesia, which was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings confirm that innovation communication mediates the relationship between social ecology and MSME sustainability. Peer networks and community participation serve as key communication infrastructures that facilitate knowledge exchange and innovation diffusion. MSMEs leverage these networks to implement strategic communication practices, including digital marketing and stakeholder engagement, thereby enhancing adaptability, operational efficiency, and long-term business sustainability. The research results underline that the sustainability of MSMEs is closely related to socially embedded communication processes, not solely technological or financial resources.