Factors Affecting Digital Visibility of Small and Medium Enterprises in India

Mudita Sinha and Leena Fukey

Vision, 2025, vol. 29, issue 2, 166-176

Abstract: This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses.

Keywords: Social media marketing; SMEs; Social Customer Relationship Management; Integrated Marketing Communication; Visibility (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:29:y:2025:i:2:p:166-176

DOI: 10.1177/09722629211060564

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