Publication Date: 2023/07/31
Abstract: This study investigated the lived experiences of micro business owners and managers in relation to the perceived effectiveness of using social media marketing. The paper utilized the phenomenological research design covering ten micro business owners as participants to answer the main problem about the effects of social media platforms to the sales and marketing. The participants were primarily asked to answer the interview questions. Respondents came from two micro business industry sector viz. retail/ wholesale and foods service industry. In the study, the result generated three major themes from the interview: the strong business and marketing viability, interactive and promising platform channel; and online customers behavior and feedback whereas ten key subthemes emerged from each major themes.
Keywords: Social Media Marketing, Micro Business Entities, Strong Marketing Viability, Interactive and Promising Platform, Online Customer Behavior.
DOI: https://doi.org/10.5281/zenodo.8199303
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23JUL1036.pdf
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