الملخص الإنجليزي
Abstract:
This study delves into the impact of social media marketing on Micro and Small Enterprises (MSEs) in Bahrain, surveying 147 MSE owners. TikTok, Instagram, and Snapchat emerged as the most popular regarding marketing purposes among the platforms that were examined (TikTok, Instagram, Snapchat, YouTube, and (Twitter), and none of the respondents used YouTube or Twitter. Instagram, followed by TikTok and Snapchat, was found to be the most dominant platform in the landscape of social media marketing, according to descriptive statistics. Regression analysis showed that the characteristics of Instagram, which focused on diversified product promotion, customer attraction, and better customer
engagement and loyalty, greatly influenced sales performance. Snapchat, which places an emphasis on customer attraction, demonstrated a significant influence as well. Within the context of utilising Instagram, Twitter, and Snapchat for marketing purposes, business size, as a control variable, does not exert a significant influence on sales performance. This study emphasises the pivotal role that strategic social media marketing, with an emphasis on tailored advertising and engaging content, plays in enhancing customer attraction and retention for MSEs in Bahrain. The study offers practical insights for businesses that want to thrive in the competitive digital landscape.
