Isaura B. Flores, University of North Texas at Dallas. Dallas, TX, U.S.A.
Elizabeth Muniz, University of North Texas at Dallas. Dallas, TX, U.S.A.

Published in

Volume 21, Issue 1, p22-32, October 2021


Social media plays an integral role in the modern business environment. Platforms like Facebook and Twitter enhance the ability of businesses to engage with their customers in real-time. With a large audience base and free access for users, social networking sites like Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and TikTok have become pivotal for the success of start-ups, which often grapple with limited market reach and budget constraints. Although evidence shows that marketing through social media is effective for businesses, success cannot be attained without an accurate choice of content and social media sites. This research explored whether social media marketing is effective for start-ups. The results of literature analysis and demographics of select social media platforms show that social media marketing significantly influences how start-ups access the market and build relationships with customers. Through social media, businesses can analyze their target customers and understand their behaviors and preferences. Unlike traditional media, social media platforms offer a dynamic evaluation of market trends. Businesses can narrow their target markets and develop personalized marketing strategies. Social networking sites like Facebook and Twitter are critical in maintaining a competitive edge, particularly when it comes to small businesses or start-ups with limited resources. The primary advantage of social media is enhancing the interaction between businesses and customers. Social media usage encourages business owners to go through the views and opinions of customers and make adjustments to meet changing needs. If customers have concerns about products or services, organizations can easily address them in real-time. Typically, social media marketing has a superior feedback review process compared to conventional marketing strategies. Hence, social media helps develop marketing strategies for start-ups. In addition, start-ups have no option but to keep up with the changing trends in the market. With many businesses using social media platforms in advancing their campaigns, it is fundamental for start-ups to adopt similar techniques. In a competitive world, capitalizing on social media is the right thing to do, particularly when it comes to exploiting limited resources and opportunities. Social media posts generate interest from followers, making social sites strategic tools in launching new products based on consumer demographics. Finding customers on social media is easier than in the conventional marketplace. Through hashtags, suggested friends, and shared or liked posts, businesses can find the link between individuals and sell matching products. After finding people with similar interests, businesses can focus on their unique needs to improve customer experience. The findings of this study show that social networking sites like Twitter and Instagram are ideal marketing tools for new businesses. Although each networking platform has unique features, which can be applied to a different scenario, they share common benefits. All social networking sites facilitate user interaction, making them ideal for social-oriented marketing programs. In this regard, it is worthwhile to note that social media marketing is effective for start-ups. It offers new businesses an opportunity to compete with well-established and resourced enterprises in the market. The research guides start-ups in making social media marketing strategies to generate sustainable performance.


social media; social media users; social media marketing

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