Adoption of Social Media Platforms by MSMEs in Chennai: Opportunities, Challenges, and Impact on Business Growth

Abstract

In this research paper, we linger over the application of social media in Micro, Small, and Medium Enterprises (MSMEs) in Chennai as well as the opportunity in social media, its challenges and business development. As the Digital technologies steadily grow, social media have become the most effective and affordable way to market, interact with the customers, and build a brand. The research comes up with a conceptual flow model which outlines the adoption process and the key factors driving the process include market competition and digital awareness, followed by decision-making, implementation, customer engagement and resultant business outcomes. The study shows that implementation of social media helps the MSMEs to reach the markets, increase interaction with customers and sales. Nevertheless, issues of low levels of digital literacy, time, changes in restrictions of the algorithm, and inability to measure the return on investment are obstacles to successful implementation. The results underscore the fact that adoption is not enough but the quality of implementation and engagement level are critical mediating factors in the process of ensuring business growth. The research findings indicate that the use of strategic social media through constant feedback and performance analysis would go a long way in enhancing the competitiveness and sustainability of the MSMEs in Kim Chennania business environment, which was dynamic.