Abstract Social media marketing has emerged as an indispensable and cost-effective tool for small businesses to enhance brand recognition, engage customers, and drive revenue growth in an increasingly competitive digital marketplace. This study investigates the impact of social media marketing on small businesses through a mixed-methods approach combining quantitative survey data from 200 small business owners and qualitative insights from 30 semi-structured interviews. Findings demonstrate that Facebook is the most widely used platform at 85%, followed by Instagram at 70% and WhatsApp at 65%. Businesses adopting structured social media strategies experienced an average revenue increase of 50%, a 35% improvement in customer engagement, a 45% increase in leads through paid advertising, and a 70% improvement in brand visibility within six months. The study identifies key challenges including algorithm changes, content saturation, and resource constraints, and recommends platform-specific strategies, data-driven decision-making, influencer collaborations, and e-commerce integration for sustained business growth.
Krishnan et al. (Tue,) studied this question.