Thesis Abstract

Abstract
This thesis investigates the impact of social media marketing on the growth of small businesses, focusing on local retail stores as a case study. In recent years, the emergence of social media platforms has transformed the way businesses interact with customers and promote their products and services. Small businesses, in particular, have leveraged social media as a cost-effective tool to reach a wider audience and drive business growth. This study aims to explore how social media marketing strategies influence the growth and success of local retail stores. The research begins with an introduction to the topic, providing background information on social media marketing and its significance for small businesses. The problem statement highlights the challenges faced by local retail stores in utilizing social media effectively to drive growth. The objectives of the study are outlined to investigate the various aspects of social media marketing that impact small business growth. Through a comprehensive literature review, this thesis examines existing research on social media marketing strategies, small business growth, and the relationship between the two. The review identifies key factors such as content quality, engagement, targeting, and analytics that influence the effectiveness of social media marketing for small businesses. The research methodology section outlines the approach taken to conduct the study, including data collection methods, sample selection, and analysis techniques. Primary data is collected through surveys and interviews with local retail store owners and managers to gather insights into their social media marketing practices and their impact on business growth. The findings of the study are presented and discussed in detail in Chapter Four, highlighting the key factors that contribute to the success of social media marketing for local retail stores. The analysis explores how factors such as customer engagement, brand visibility, and targeted advertising strategies influence business growth and profitability. In conclusion, this thesis summarizes the key findings and implications of the study, emphasizing the importance of social media marketing for small businesses in driving growth and reaching new customers. The research contributes to the existing literature by providing valuable insights into the strategies and practices that can help local retail stores leverage social media effectively to achieve business success. Keywords Social media marketing, small business growth, local retail stores, social media strategies, customer engagement, brand visibility, targeted advertising, business success.

Thesis Overview

The research project titled "The Impact of Social Media Marketing on Small Business Growth: A Case Study of Local Retail Stores" aims to examine the influence of social media marketing strategies on the growth and success of small businesses in the retail sector. In recent years, the advent and widespread adoption of social media platforms have transformed the way businesses engage with their customers, market their products or services, and build their brands. This study seeks to explore how small retail stores leverage social media marketing to enhance their visibility, attract customers, and ultimately drive growth in a competitive market environment. By focusing on local retail stores as the case study context, this research will delve into the specific challenges and opportunities faced by small businesses operating in a brick-and-mortar setting. Through an in-depth analysis of social media marketing practices and their impact on business performance, the study aims to provide valuable insights into effective strategies that can help local retail stores thrive in the digital age. Key aspects that will be addressed in this research include the background of social media marketing in the retail industry, the unique characteristics of small businesses, the problem statement related to leveraging social media for growth, the objectives of the study, the limitations and scope of the research, the significance of the study for academia and industry, as well as the structure of the thesis. The literature review will encompass a comprehensive analysis of existing scholarly works, industry reports, and case studies related to social media marketing, small business growth, and retail industry trends. This section will provide a theoretical foundation for the study, highlighting key concepts, theories, and empirical findings that inform the research hypotheses and methodology. The research methodology will outline the approach and techniques employed to collect and analyze data, including the research design, data sources, sampling methods, data collection tools, and data analysis procedures. Through a mixed-methods approach involving surveys, interviews, and content analysis, the study aims to gather both quantitative and qualitative data to gain a holistic understanding of the research topic. The discussion of findings will present the results of the study, including the analysis of data, interpretation of findings, and discussion of implications for theory and practice. This section will highlight the key findings related to the impact of social media marketing on small business growth, identify success factors and challenges faced by local retail stores, and offer practical recommendations for businesses and policymakers. In conclusion, the research will summarize the key findings, reiterate the significance of the study, and provide recommendations for future research and practical applications. By shedding light on the role of social media marketing in enhancing small business growth, this study aims to contribute to the existing body of knowledge in entrepreneurship, marketing, and retail management, while offering actionable insights for small business owners and managers looking to leverage social media for sustainable growth and success.