From Visibility to Viability-Leveraging Online Social Media Marketing for Small Business Development and Expansion

Abstract

In today’s hyper-connected digital world, social media has evolved from a mere communication platform to a dynamic marketing ecosystem, particularly beneficial for small businesses striving for growth and relevance. This theoretical research article explores how small businesses can transition from visibility-gaining attention online-to viability-achieving long-term sustainability and market competitiveness. Drawing on contemporary marketing theories and strategic frameworks, this study examines the essential components of effective social media marketing, including content strategy, engagement models, influencer dynamics, and data-driven decisions. The article offers a holistic, actionable model to guide small enterprises in building enduring online brand identities and fostering sustainable development through social media channels