SOCIAL MEDIA MARKETING STRATEGIES FOR LOCAL BUSINESS
Keywords:
Social media marketing, local business, marketing strategies, digital marketing, content marketing, targeted advertising, brand image, audience engagement, customer relations, social media platformsAbstract
In this thesis, we analyze the importance and effectiveness of social media marketing strategies in the activities of local businesses. It aims to reveal modern approaches used in developing the digital marketing activities of local enterprises. Today, social media is an important platform that facilitates communication between businesses and consumers, and its marketing opportunities are based on various strategies. The study examines the main directions of social media marketing, including content marketing, targeted advertising, customer interaction, brand image building, and audience engagement methods. In particular, the impact of Facebook, Instagram, Telegram, and other social media platforms on the development of local businesses is analyzed. Based on international and local experiences, examples of successful marketing campaigns are presented. As a result, it has been determined that the effective use of social media marketing strategies can help local businesses increase their competitiveness, expand their customer base, and strengthen their position in the market.
References
1. Tuten, T. L., & Solomon, M. R. Social Media Marketing. – 3rd ed. – London: SAGE Publications, 2018. – 448 p.
2. Kotler, P., Kartajaya, H., & Setiawan, I. Marketing 4.0: Moving from Traditional to Digital. – Hoboken: John Wiley & Sons, 2017. – pp. 45–67.
3. Chaffey, D., & Ellis-Chadwick, F. Digital Marketing: Strategy, Implementation and Practice. – 7th ed. – Harlow: Pearson Education, 2019. – pp. 120–145.
4. Ryan, D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. – 4th ed. – London: Kogan Page, 2020. – pp. 83–104.
5. Hasan, M., & Sohail, M. S. The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands // Journal of International Consumer Marketing. – 2021. – Vol. 33, No. 3. – pp. 350–367. DOI: 10.1080/08961530.2020.1795043.
6. Going Digital? The Impact of Social Media Marketing on Retail Website Traffic, Orders and Sales // Journal of Retailing and Consumer Services. – 2021. – Vol. 60. – Article 102501. – pp. 1–12.
7. Open Library. Social Media Marketing by Tracy L. Tuten and Michael R. Solomon. Available at: Open Library (accessed: 22.06.2026).
8. Wikipedia Contributors. Social Media Marketing. Available at: Wikipedia – Social Media Marketing
