Harnessing Social Media Trends as a Catalyst for Small Business Growth
DOI:
https://doi.org/10.54536/ajebi.v4i1.4417Keywords:
Customer Engagement, Platform Effectiveness, Small Business Growth, Social Media Trends, Trend-Based MarketingAbstract
This study explores how small businesses harness social media trends on platforms like Facebook, WhatsApp, and Pinterest to drive growth. The research aims to understand the adoption, effectiveness, and challenges of using trend-based marketing on these platforms. We used a quantitative survey approach to target small business owners using these platforms for marketing. The collected data shed light on how businesses engage with trends and how these strategies impact business growth. Findings reveal that small businesses adopting social media trends experience increased customer engagement and business expansion, particularly on Facebook and Pinterest, where visual and social content resonates more with users. Although useful for direct communication, WhatsApp, presents challenges in leveraging trends due to its messaging-focused nature. Additionally, many businesses face difficulties keeping up with trends and measuring their effectiveness across these platforms. This study adds value by offering a comparative analysis of how Facebook, WhatsApp, and Pinterest contribute to small business growth through trend-based marketing, providing practical insights for small business owners aiming to maximize their social media efforts. This research fills a gap by examining the role of social media trends in business growth across multiple platforms.
Downloads
References
Acquila-Natale, E., Iglesias-Pradas, S., Hernández-García, Á., Chaparro-Peláez, J., & Rodríguez-Ruiz, I. (2019, October). MWDEX: A Moodle workshop data EXtractor. In Proceedings of the Seventh International Conference on Technological Ecosystems for Enhancing Multiculturality (pp. 297-303).
Ali, I., Balta, M., & Papadopoulos, T. (2023). Social media platforms and social enterprise: Bibliometric analysis and systematic review. International Journal of Information Management, 69, 102510.
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of Research in Personality, 25(3), 285-301.
Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589.
Bourdieu, P. (1986). The force of law: Toward a sociology of the juridical field. Hastings Law Journal, 38, 805-853.
Constantinides, E., Romero, C. L., & Boria, M. A. G. (2009). Social media: A new frontier for retailers? European Retail Research, 23, 1-28.
El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, 100604.
Evans, D. (2010). Social media marketing: The next generation of business engagement. John Wiley & Sons.
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Efficiency, S. C., & Sales, A. P. (2024). Global Journal of Economic and Finance Research.
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17(1), 4-12.
He, W., Wang, F. K., & Zha, S. (2014). Enhancing social media competitiveness of small businesses: Insights from small pizzerias. New Review of Hypermedia and Multimedia, 20(3), 225-250.
Hossain, S., & Hena, H. (2024). The study explores the correlation between cultural influence and community engagement in fostering social safety for tourists.
Hossain, S., Chisty, M. S., Hebabi, I. E., Islam, M. S., & Hena, H. (2024). Supply chain efficiency and agricultural product sales: A comparative study of 2022 and 2023 trends in USA. Global Journal of Economic and Finance Research, 1(05), 63–73.
Hossain, S., Hossain, M. S. B., Zim, S. K., & El Hebabi, I. (2024). Cultural dynamics and consumer behavior: An in-depth analysis of Chinese preferences for western imported products. GSC Advanced Research and Reviews, 20(3), 158-167.
Hossain, S., Akon, T., & Hena, H. (2024). Do creative companies pay higher wages? Micro-level evidence from Bangladesh. Finance & Accounting Research Journal, 6(10), 1724-1745.
Hossain, S., & Nur, T. I. (2024). Gear up for safety: Investing in a new automotive future in China. Finance & Accounting Research Journal, 6(5), 731-746.
Hossain, S., Sazib, R., Alam, R. S., Hena, H., & El Hebabi, I. (2024). Trends in global electric vehicle adoption: Analyzing regional sales and stock dynamics. International Journal of Multicultural and Multireligious Understanding, 11(11), 275-298.
Jagongo, A., & Kinyua, C. (2013). The social media and entrepreneurship growth. International Journal of Humanities and Social Science, 3(10), 213-227.
Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611-632.
Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611-632.
Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. John Wiley & Sons.
Luttrell, R. (2021). Social media: How to engage, share, and connect. Rowman & Littlefield.
Macarthy, A. (2021). 500 social media marketing tips: Essential advice, hints, and strategy for business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and more.
Machado, J. C., Martins, C. C., Ferreira, F. C., Silva, S. C., & Duarte, P. A. (2020). Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club. International Journal of Sports Marketing and Sponsorship, 21(2), 325-349.
Moore, S. B., & Manring, S. L. (2009). Strategy development in small and medium sized enterprises for sustainability and increased value creation. Journal of Cleaner Production, 17(2), 276-282.
Pentina, I., Koh, A. C., & Le, T. T. (2012). Adoption of social networks marketing by SMEs: Exploring the role of social influences and experience in technology acceptance. International Journal of Internet Marketing and Advertising, 7(1), 65-82.
Plowman, K. D., & Wilson, C. (2018). Strategy and tactics in strategic communication: Examining their intersection with social media use. International Journal of Strategic Communication, 12(2), 125-144.
Qualman, E. (2012). Socialnomics: How social media transforms the way we live and do business. John Wiley & Sons.
Rathore, B. (2018). Allure of style: The impact of contemporary fashion marketing on consumer behaviour. Nature, 9, 11.
Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(4), 435-441.
Sharp, S. (2009). Competitive intelligence advantage: How to minimize risk, avoid surprises, and grow your business in a changing world. John Wiley & Sons.
Taneja, S., & Toombs, L. (2014). Putting a face on small businesses: Visibility, viability, and sustainability—the impact of social media on small business marketing. Academy of Marketing Studies Journal, 18(1), 249.
Tuten, T. L. (2023). Social media marketing. Sage Publications.
Wan, W. S., Dastane, D. O., Mohd Satar, N. S., & Ma’arif, M. Y. (2019). What WeChat can learn from WhatsApp? Customer value proposition development for mobile social networking (MSN) apps: A case study approach. Journal of Theoretical and Applied Information Technology, 97(18), 4957-4966.
Watt, L., & McKee, M. (2024). Developing customer loyalty and engagement in the new social media age: An overview of digital marketing. Marketing Journal, 12(2), 1-14.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Tawhid Akon, Sazib Hossain, Fatema Akter
This work is licensed under a Creative Commons Attribution 4.0 International License.
