IMPACT OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES (KEY IJP************494)

• Sonam Sejwal

Abstract

The advent of social media has revolutionized the way businesses operate, and micro and small enterprises (MSMEs) in India are no exception. Despite the growing importance of social media marketing, there is a scarcity of research on its impact on the performance of MSMEs in India. This study aims to bridge this gap by investigating the relationship between social media marketing and the performance of MSMEs in India.Using a survey methodology, this study collected data from 100 MSMEs across various sectors in Delhi-NCR Region. The results show that social media marketing has a positive and significant impact on the performance of MSMEs in terms of brand awareness, customer engagement, and sales. Specifically, it was found that MSMEs that use social media marketing experience higher brand awareness, customer engagement, and sales compared to those that do not use social media marketing.The study also reveals that the type and frequency of social media platforms used, as well as the level of engagement with customers on these platforms, are key determinants of the impact of social media marketing on MSME performance. Furthermore, the study highlights the importance of integrating social media marketing with other marketing strategies to achieve optimal results.This study contributes to the existing literature by providing insights into the impact of social media marketing on the performance of MSMEs in Delhi-NCR Region, a largely under-researched area. The findings have important implications for policymakers, entrepreneurs, and marketers seeking to promote the growth and development of MSMEs in Delhi-NCR Region.