Impact of Social Media Influence on the Growth of Businesses: A Quantitative Study Based on ELM Model

Abstract

In this era of rapid technological advancement, businesses all over the world are rapidly realizing the importance of social media. The belief that the Internet is the next big thing in business is the reason behind this. It provides a platform for companies to expand their customer base while circumventing several issues related to availability, time, accessibility, and distance from the target audiences. This study's foundation is a quantitative survey of young, capital-based individuals in Islamabad's urban districts, both male and female. The total sample of this research study is 384 male and female youth of Islamabad. The business sector is proliferating. Social media sites like Facebook, Instagram, Twitter, TikTok, and YouTube are essential for helping internet users discover, evaluate, and share information about new companies and product releases. This research examines the connection between social media and company growth, highlighting the benefits of an organization's social media presence. It aims to ascertain the factors that lead business organizations to choose social media to enhance their business over other channels for marketing and communication. Ultimately, social media offers businesses many tangible benefits and opportunities for their business growth.