IMPACT OF SOCIAL MEDIA IN SMALL BUSINESS INDUSTRY: A STUDY ON FACEBOOK
Abstract
Today in the rapidly moving world scenario, we can see ‘Change’ in every moment. With the upgradations of new technologies, use of Android phone, I-Phone, I-Pad, etc., people’s lifestyles have been changed. Digital marketing is one of the best ways where marketers can improve their businesses through Social Media. This paper is an attempt to study the impact of Social media in the Small-scale industry. This study also examined how Small Business owners are motivated to use social media applications.
In the present study, the researchers have done the research in a single area in the field of social media, i.e., facebook.com. An attempt has been made to analyze customer perceptions, their preference factors that increase the adoption rate of FB users, changing their buying pattern from traditional to online through social media, facebook.com and lastly finding the most important factors which influences more, that helps the entrepreneur to set their Decision Support System as well as to improve the obtainable Business (Hyde et al., 2017).
For the analysis, Factor Analysis is applied to identify the factors that influenced Facebook users for buying the product through Facebook, also the same analysis is used to find out the maximum and minimum variance of the factors which helps the researchers to reach their destination and examined how Small Business owners are motivated to use social media applications to improve their business. For this study, researchers have collected 100 samples and given a helpful conclusion from the consumer view regarding demographic factors from the city of Kolkata, West Bengal, India.
Keywords:
Demographic Profile, Social Media Applications, Customer Preferences, Psychological Factors, Small BusinessDownloads
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