Impact of social media applications on small and medium business entrepreneurs in India
T Kumarasamy, J Srinivasan
The main objective of this paper is to examine the impact of social media applications on small and medium business entrepreneurs in India. It is also examined how small and medium business owners are motivated to use social media applications. Social media completely transformed the way of businesses. Social media platforms provide the perfect opportunity to take advantage of word of mouth and to see it spread. Social media is growing at its fastest rate in developing countries like India. People are connected on a global scale and casually participate in each other’s lives through online observation. Something as simple as “Liking” a brand on Facebook can spread virally very quickly throughout the various social media channels. It is worth noting that individuals trust the opinions of their peers far more than a glossy magazine advert. Millions of people review products and services directly via social media sites using video through YouTube, which in many cases is then shared and disseminated via various other social media websites. However, based on literature review concluded that there is a positive impact of social media applications on small and medium business entrepreneurs as well as they are self motivated to use this platform.