Abstract
This study investigates the influence of social media on modern business, focusing specifically on Tiruchirappalli district in Tamil Nadu, India. In recent years, social media platforms such as Facebook, Instagram, and LinkedIn have become essential tools for businesses to engage with customers, expand market reach, and build brand visibility. The widespread adoption of these platforms by small and medium enterprises (SMEs) in Trichy has allowed local businesses to overcome geographical barriers and establish a global online presence. Through qualitative research, including in-depth interviews with local business owners, surveys of social media users, and case studies of successful businesses, this research highlights how social media has transformed business practices in the region. Key findings reveal that social media has facilitated cost-effective marketing strategies, enhanced customer engagement, and driven brand loyalty. However, challenges such as digital literacy, intense competition, and limited resources continue to limit some businesses from fully utilizing the potential of these platforms. The study provides practical recommendations for businesses to effectively harness social media for growth and long-term sustainability. It also explores the role of influencer marketing, content creation strategies, and the growing impact of e-commerce on modernizing business models in Trichy. The findings underscore the importance of ongoing investment in social media education and strategic planning for businesses to succeed in an increasingly digital economy.
Keywords: Social Media, Business Growth, Digital Marketing, E-commerce, SMEs.
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