stdClass Object
(
    [id] => 15715
    [paper_index] => 202504-07-021183
    [title] => THE ROLE OF SOCIAL MEDIA BRANDING IN ENHANCING SMALL BUSINESS PERFORMANCE: A STUDY OF SMALL-SCALE BUSINESSES IN GUJARAT
    [description] => 
    [author] => Ms. Rutvi Gondaliya, Ms. Bhavna Patel
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => April
    [volume] => 12
    [issue] => 4
    [file] => fm/jpanel/upload/2025/April/202504-07-021183.pdf
    [abstract] => In the digital era, social media has emerged as a powerful branding tool, offering small businesses cost-effective ways to engage with customers, build brand identity, and enhance performance. This study explores the impact of social media branding on the visibility, engagement, and growth of small businesses in Gujarat, India. Drawing from both primary and secondary data, the research focuses on identifying the strategies, challenges, and perceived benefits of using platforms such as Instagram, Facebook, WhatsApp, and YouTube. Using a structured questionnaire, data was collected from 100 small-scale business owners across various sectors. Quantitative analysis techniques, including descriptive statistics and Chi-square tests, were employed to examine associations between business demographics and their social media branding perceptions. The findings reveal that while a majority of businesses recognize the effectiveness of social media in enhancing brand awareness and customer engagement, challenges like limited budgets, lack of expertise, and managing negative feedback hinder optimal usage. This paper concludes with actionable recommendations for small businesses aiming to strengthen their online presence. The study contributes to the growing body of knowledge on digital branding strategies for small enterprises and offers insights for marketers, consultants, and policymakers interested in supporting SME growth through digital means.
    [keywords] => Social Media Branding, Small Businesses, Digital Marketing, Customer Engagement, Brand Awareness, Social Media Strategy.
    [doj] => 2025-04-23
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 27
    [journal_id] => 7
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Economics, Business and Management Studies (EBMS)
    [short_code] => IJHS
    [eissn] => 2347-4378
    [pissn] => 
    [home_page_wrapper] => images/products_image/2.EBMS.png
)
Error fetching PDF file.