THE ROLE OF SOCIAL MEDIA MARKETING IN FINANCIAL DECISION-MAKING FOR NEW BUSINESS STARTUPS

Abstract

In the contemporary business environment, new startups operate under conditions of high uncertainty, limited financial resources, and intense competition. Financial decision-making during the early stages of a business plays a crucial role in determining long-term sustainability and growth. In recent years, social media marketing has emerged as a powerful and cost-effective tool that influences not only customer engagement but also strategic financial decisions made by startup founders. This research paper explores the role of social media marketing in shaping financial decision-making for new business startups. It examines how social media platforms affect budgeting, investment allocation, pricing strategies, revenue forecasting, and risk assessment. The study also highlights the advantages and challenges faced by startups when integrating social media insights into financial planning. By analyzing existing literature, industry practices, and real-world startup experiences, this paper demonstrates that social media marketing has evolved beyond a promotional tool into a critical input for financial strategy formulation. The findings suggest that startups that effectively leverage social media data are better positioned to make informed financial decisions, optimize resource allocation, and achieve sustainable growth in dynamic markets.