The Effect of Social Media Marketing on Small Business Sustainability: A Case of Pakistan’s Manufacturing Industry

Abstract

Small businesses now have a greater need than ever to market themselves on social media, especially in emerging markets like Pakistan. The impact of social media marketing on the long-term success of small businesses in Pakistan's manufacturing sector is not well understood, yet. By analysing the effects of social media marketing on the sustainability of small businesses in Pakistan's manufacturing sector, this study seeks to fill this knowledge gap. Additionally, it examines the relationship between the use of social media marketing and the sustainability of small businesses. The results of this study suggest that social media marketing is a significant and successful tactic for encouraging the long-term expansion of small businesses in a developing nation like Pakistan. The study specifically showed that using social media marketing strategies can increase brand recognition, consumer involvement, and client loyalty. All of these elements can help small businesses continue to operate over time. The study also found that developing innovation capabilities is crucial for employing social media marketing tools to support small businesses' sustainable growth. The ability of a business to create innovation and enhanced products, processes, and business models is known as innovation capability. According to the study, small businesses who are better at developing up with innovation capabilities are also better at using social media marketing tools. This may increase their adaptability and competitiveness, enhancing their long-term sustainability. This study demonstrates the importance of social media marketing for small businesses' long-term sustainability in Pakistan's industrial sector. The study also shows that employing social media marketing strategies that can aid small businesses in growing more quickly and sustainably requires the ability to innovate.