Title: Role of social media in growth of Indian start-ups

Authors: Manoj Pandey; Devendra Kumar Pandey; Kiran Soni

Addresses: Shri Ram Murti Smarak International Business School, Lucknow, India ' Medi-Caps University, Indore, India ' Geetanjali Institute of Management, Udaipur, India

Abstract: The use of social media has evolved exponentially in recent years in the form of public discussion. Digital marketing using social networking platforms was embraced by all firms. Comprehending how social media works as a medium for marketing and communication has become significant for business owners and marketers as it helps them figure out how their businesses can grow significantly. The present research paper attempts to evaluate social media's role in the growth of new start-ups. Researchers have used descriptive research design for the study. A self-structured questionnaire was framed for collecting data from 170 new entrepreneurs in India. The research is carried out with the aid of tables and figures for easy understanding. The research establishes that social media is expanding its reach in the industry rapidly, and has immense potential for the future. Start-ups are developing through adopting social media tools for increasing their market accessibility.

Keywords: start-ups; social media; market accessibility; customer relationship management; innovation.

DOI: 10.1504/IJBEX.2023.133492

International Journal of Business Excellence, 2023 Vol.30 No.4, pp.413 - 422

Received: 20 May 2020
Accepted: 25 Aug 2020
Published online: 18 Sep 2023 *

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