The impact of social media on small business E-commerce : analysis on the impact of social media in enhancing brand visibility for small businesses
Somppi, Mikaela (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051210698
https://urn.fi/URN:NBN:fi:amk-2025051210698
Tiivistelmä
This thesis is a research of how social media platforms including TikTok and Instagram, impact on the e-commerce success of small businesses. The central goal of this thesis is to understand how these platforms can be used for increasing brand visibility, engaging customers, and supporting online sales. The study applies a qualitative approach and analyses secondary data, which is supported by a case analysis of one anonymised company (Company X).
The theoretical framework includes models such as AIDA, CBBE, SOSTAC, and concepts like UX, CMS, and CRO to understand the strategic use of social media in a business context.
The findings of this research show the importance of consistent brand messaging, authentic customer engagement, and platform-specific strategies. The research also goes through the challenges small businesses face, including the fast-paced social media trends and limited resources. Practical implications are provided to help small businesses better align their social media efforts with their e-commerce goals.
The theoretical framework includes models such as AIDA, CBBE, SOSTAC, and concepts like UX, CMS, and CRO to understand the strategic use of social media in a business context.
The findings of this research show the importance of consistent brand messaging, authentic customer engagement, and platform-specific strategies. The research also goes through the challenges small businesses face, including the fast-paced social media trends and limited resources. Practical implications are provided to help small businesses better align their social media efforts with their e-commerce goals.