A Study of the Relationship between Social Media Marketing through Influencer Marketing and SMEs: Applied on the Egyptian Small and Medium Enterprises

Abstract

This paper explores the multidimensional influence of social media marketing on Egypt’s Small and Medium Enterprises. This study adopts a mixed-methods approach, integrating surveys, interviews, and case studies to give a thorough analysis. The study begins by assessing the amount of social media marketing adoption among Egyptian SMEs and identifying the most regularly used platforms. It evaluates the frequency and characteristics of social media interactions among SMEs, including consumer engagement and collaborations. Furthermore, the study assesses the problems associated with resource limits, digital literacy, and cultural issues in incorporating social media into SME operations. In addition, the study explores the impact of content created by users and online reviews on brand impression and consumer loyalty. The study also examines whether having an active social media presence corresponds with increasing revenue, market share expansion, and globalization activities. It investigates the role of social media marketing in promoting SMEs’ access to finance and collaborations. In conclusion, this thesis contributes to the existing literature by conducting a comprehensive evaluation of the impact of social media marketing on small and medium-sized enterprises (SMEs) in Egypt. It highlights the immense potential of social media and identifies various challenges SMEs face. The research recommends how policymakers, business support organizations, and SME owners can leverage social media marketing to enhance competitiveness and sustainability in the Egyptian business environment. Keywords: Social Media Marketing – Marketing – SMEs – Egypt.