Importance of Online Marketing Using Social Media Platforms for Small Companies

Abstract

The background of the study aims to explore the impact of social media marketing on small business-es, focusing on the need to understand the evolving landscape of the today’s digital marketing strategies in business environments. The task and objectives revolved around investigating the relationships be- tween social media usage and small business outcomes, with a focus on brand visibility, customer interaction, and communication effectiveness. In order to evaluate the validity and reliability of the model's constructs, the quantitative data analysis approach employed Likert questioning in conjunction with SmartPLS 4.0. This required doing in-depth studies of demographic summaries, validity indicators, path coefficients, and VIF values. The hypotheses were tested using statistical techniques to evaluate the relationship between predictor and outcome variables. Upon testing the hypotheses, a result was found that showed a positive impact of social media marketing on brand visibility of small firms, highlighting the value of leveraging social media platforms for enhancing brand visibility and customer engagement. Practical implications stemming from the analyses provided actionable recommendations for optimizing social media initiatives and fostering effective communication within small business operations. The study revealed valuable insights into the transformative capacity of social media marketing in the management of small businesses, offering a basis for future research into this field of digital landscape.