EVALUATING THE IMPACT OF SOCIAL MEDIA MARKETING PRACTICES ON ENTREPRENEURIAL GROWTH IN NAGALAND

Namsile; Vivek Kumar Pathak

doi:10.29121/shodhkosh.v5.i6.2024.6121

Authors

Namsile Research Scholar, Department of Management, Arunachal University of Studies, Namsai
Dr .Vivek Kumar Pathak Associate Professor, Department of Management, Arunachal University of Studies, Namsai

DOI:

https://doi.org/10.29121/shodhkosh.v5.i6.2024.6121

Keywords:

Social Media Marketing, Entrepreneurial Growth, Digital Marketing, Small Businesses, Nagaland, Online Branding, Customer Engagement, Social Platforms

Abstract [English]

This study assessed how social media marketing (SMM) strategies affected the development of entrepreneurship in Nagaland, India. Entrepreneurs in the area have started using social media tools to improve brand visibility, interact with customers, and spur business growth as a result of the growing adoption of digital platforms. 150 entrepreneurs completed structured questionnaires to provide primary data as part of a descriptive-analytical study approach. The results showed that the most popular platforms were Facebook and Instagram, and that regular content posting and customer service were highly correlated with higher sales and a larger client base. Some entrepreneurs encountered difficulties because of their lack of technical expertise and sparse usage of sponsored advertising, even though the majority of them reported notable benefits from their SMM efforts. According to the study's findings, social media was a strong and affordable marketing avenue for Nagaland's entrepreneurial growth, underscoring the necessity of specialized digital training to optimize its advantages.

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