Title: The visibility challenge: digital platforms giving a face to Indian small and medium enterprises

Authors: Mudita Sinha; Leena N. Fukey

Addresses: School of Business and Management, Christ University, Bangalore, 560029, India ' School of Business and Management, Christ University, Bangalore, 560029, India

Abstract: Small and medium-sized enterprises (SMEs) have an important role in the economy of any country and have even remarkable influence on the countries with developing economies. The current study sketches the importance of social media, integrated marketing communication (IMC), and social customer relationship management and their transformation in small and medium business front which results in increased interaction and communication with their customers. The research uses a mix-method approach to elaborate on how small and medium businesses can increase visibility and reachability by gaining value through the usage of social media. The aim of this research is to highlight the challenges faced by SMEs, examine the usage of different digital platforms by Indian SMEs to resolve these difficulties and determine its impact on the business for improved visibility of small and medium businesses when competition is hitting hard on all businesses.

Keywords: social media marketing; SMEs; small and medium-sized enterprises; social customer relationship management; IMC; integrated marketing communication; visibility.

DOI: 10.1504/IJTE.2022.127150

International Journal of Technoentrepreneurship, 2022 Vol.4 No.3, pp.180 - 197

Received: 03 Feb 2021
Accepted: 30 Aug 2021
Published online: 23 Nov 2022 *

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