Social Media Marketing's Effect on Small and Medium-Sized Businesses' Performance

Abstract

Social media is increasingly being included into the marketing plans of many micro and small enterprises as a useful tool for connecting with a sizable collection of prospective buyers in ways that enable individuals to impart knowledge in a natural conversation. Despite the fact that historically, marketers have put all of their efforts into getting the best possible placement in the market. The best chance for micro and small enterprises may arise in this area as individuals may begin to view social media platforms as their primary source of all information over time. The purpose of this paper is to comprehend how well internet media works to promote shopping websites that have an impact on consumer purchasing decisions. With the rise in popularity of Websites like ‘Twitter’, ‘Facebook’, ‘LinkedIn’, and ‘YouTube’, Social Media Marketing has grown increasingly widespread. Marketing carried out on social media platforms or online social networking sites is referred to as social media marketing. The majority of businesses and organisations have their own websites; however, it might be challenging to reach individuals who are unaware of the organisation. As a result, many businesses have found it beneficial to have online profiles on sites. The goal of this study is to develop practical recommendations and offer strategic insights to help consumer brands use social media more effectively. In addition, it was discovered that social media platforms and the businesses themselves played a significant role in affecting engagement levels, suggesting that there is no single recipe for successful social media management.