Effect of Social Media Marketing on Small Business Sustainability with Innovation Capability as mediator : A Case of Pakistan’s Green Manufacturing Industry

Abstract

This study investigates the effect of social media marketing on the sustainability of small businesses operating in Pakistan's green manufacturing sector, with innovation capability playing a pivotal role as a mediator. The increasing adoption of social media platforms by small and medium-sized enterprises (SMEs) has sparked interest in their potential to enhance business performance and sustainability. However, research exploring the specific relationship between social media marketing and sustainability in SMEs, particularly in developing economies like Pakistan, remains limited. Employing a mixed-methods approach that incorporates qualitative and quantitative data, this research delves into how SMEs in Pakistan's green manufacturing sector leverage social media marketing. The findings reveal a positive correlation between social media marketing and the sustainability of these SMEs, mediated by their innovation capability. The study underscores that effective utilization of social media platforms enables SMEs to engage more meaningfully with customers, strengthen customer relationships, and bolster their brand reputation, thereby contributing to enhanced sustainability. By enriching the existing literature, this research sheds light on the potential of social media marketing to drive sustainability initiatives among SMEs within Pakistan's green manufacturing industry. The implications of these findings extend to policymakers, business managers, and researchers, advocating for the integration of social media marketing strategies into business practices to foster sustainable development.