Thesis Abstract

Abstract
This thesis investigates the impact of social media marketing on the growth of small businesses, utilizing a case study approach to gain detailed insights into the strategies and outcomes in the context of contemporary business environments. The rapid evolution of digital technologies has revolutionized marketing practices, with social media platforms emerging as powerful tools for businesses to engage with their target audiences. Small businesses, in particular, have leveraged social media marketing to enhance their visibility, reach, and customer engagement in a cost-effective manner. However, the effectiveness of these strategies and their actual impact on business growth remain areas of ongoing debate and exploration. The research methodology employed in this study includes a comprehensive literature review to establish the theoretical foundations of social media marketing in small business contexts. Ten key themes are identified and analyzed within the literature review, providing a synthesized understanding of the current state of knowledge in this field. Subsequently, a qualitative research approach is adopted to conduct in-depth case studies of small businesses that have successfully utilized social media marketing to drive growth and achieve strategic objectives. The empirical findings reveal a range of insights into the strategies, challenges, and outcomes associated with social media marketing in small business settings. Through thematic analysis, the study uncovers the nuances of social media usage, content creation, audience engagement, and performance measurement within the context of small business operations. Moreover, the case studies shed light on the unique characteristics of various social media platforms and their differential impacts on business growth metrics such as brand awareness, customer acquisition, and revenue generation. The discussion of the findings delves into the implications for small business owners, marketing practitioners, and policymakers seeking to optimize their social media marketing efforts for sustainable growth and competitive advantage. Practical recommendations are offered based on the identified best practices and success factors observed across the case studies. The limitations of the study, such as sample size constraints and contextual biases, are acknowledged, alongside suggestions for future research directions to further enrich the understanding of social media marketing in small business contexts. In conclusion, this thesis contributes to the existing body of knowledge by offering a nuanced analysis of the impact of social media marketing on small business growth through a detailed examination of real-world case studies. By illuminating the strategies, challenges, and outcomes of social media marketing initiatives in small business settings, this research provides valuable insights for practitioners and scholars alike, aiming to enhance the effectiveness and efficiency of marketing practices in the digital age.

Thesis Overview