International Journal of Applied Research
Vol. 3, Issue 1, Part L (2017)
Social media strategies for small businesses
Dr. KK Sabarirajan
The primary objective of the research is to study and understand the concept of social media marketing and its role in small business as MSME sector. Also it is intended to study the correlation between the increased sales obtained by small businesses and the time spent on social media marketing and to study the social media marketing strategies used by these MSMEs for customer retention. Data was collected from 50 Small business (MSMEs) using convenient sampling. The results show that social media has a strong influence on brand awareness and brand trust, which in turn, has a strong influence on customer retention. Also, there is a strong positive correlation between increased sales and the time spent on social media. Finally, social media marketing strategies have a positive influence on customer retention and to increase in market share.