Author(s): Neha Singhal, Ananya Chawla, Anisha Bansal, Guncha Sachdeva, Isha Sah, Manan Bajaj, Manavendra Pratap Singh, Mehak Jain, Nadia Samad, Narayan Sharma and Shreya Katiyar
With the rampant upscaling of technology and the entire world becoming a digital global village, marketers and entrepreneurs have been making consistent efforts to be at par with the rapid advancements. Nowadays, the base of pure-brick business models is flickering in the light of the evolution of social media marketing as there is a dire need to have marketing strategies that not only ensure social media presence but also, engagement of the businesses on the digital platforms. Social media marketing (SMM) is particularly advantageous for small and medium-sized enterprises (SMEs) due to its variability and affordability. The present paper deals with analyzing the prospects of social media marketing in the context of SMEs. It explores the relationship behind the various variables of brand building and social media marketing that ultimately result in sales generation by carrying out empirical research to understand the effectiveness of the same. Moreover, the study also employs various statistical tests for backing the research hypothesis.