Impact of social media marketing in businesses growth and Performance Assignment 2022

Impact of social media marketing in businesses growth
and performance
Abstract
Despite the development of the internet in the 21st century, social media has evolved in
popularity and significantly altered the way businesses engage with their target consumers
and market their products or services. The purpose of this research is to investigate the
impacts of social media marketing on business growth and performance. The participants of
this study consisted of 64 adolescents under the age of 18 to over the age of 22. Data were
collected through an online survey questionnaire which was created using Google Forms. The
results of this present study revealed that in this era almost everyone accepts that social media
marketing is an effective way for better business performance because of a higher level of
social media usage. Moreover, the study has also concluded that social media marketing has a
positive and significant effect on business growth and performance, such as enabling impulse
purchase, increasing sales, and the cost of advertisement for a company. This research
indicates that social media marketing has a positive relationship with the business platforms.

Introduction
i. Background of the Study
Within a number of businesses, social media technology has been accepted as part of the
marketing strategy and operational culture. For example, job searches show that marketers
are increasingly incorporating social media into their strategic plans and are looking for
marketing experts to launch and manage these initiatives. Social networking is becoming a
mainstream tactic for many marketers, as evidenced by the expansion of technologies like
Twitter and Facebook. Information is power (Park, S.2017). This is a well-known adage, yet
many people have realised how powerful social media has become. In this way, anyone
online gets access to an unrestricted stream of information through social media, which they
could have used to expand their base of knowledge. In today's society, it is apparent that
social media has a significant influence on our culture, business, and overall vision (Amedie,
Jacob 2015). Whenever we refer to social media, people generally consider of Facebook,
WhatsApp, Twitter, YouTube, LinkedIn, Pinterest, and Instagram. These platforms are
powered by user-generated content and have a huge impact on everything from marketing
habits to entrepreneurship, political concerns, and venture capital (Kapoor, K.K., Tamilmani,
K., Rana, N.P. et al. 2018). Despite the development of the internet in the 21th century, social
media has evolved in popularity and significantly altering way businesses engage with their
target consumers and market their products or services (Lina Yan & Carol Musika 2018).
When organizations began to understand the change and identified the potential of social
media marketing, companies devised innovative ways to represent themselves and engage
with customers in the digital market (Rudloff & Frey 2010). Social media marketing increase
brand recognition which simultaneously makes any organization easier and more accessible
for new customers, and makes more familiar and recognizable for existing customers
(DeMers 2014). Moreover, web sites and social media platforms enable companies to

overcome these time and financial limitations, ability to reach out to customers in a cost-
effective manner (Nory Jones, Richard Borgman & Ebru Ulusoy 2015). In addition,
individual networking through social media promotes shared values, which has a beneficial
influence on trust. Today, with the expansion of social media, companies are likely to
develop marketing strategies in businesses through trust-building mechanisms and affecting
customers' intention to buy online products (Hajli, M. N. 2014).
Although social media marketing help companies in business growth and performance
rapidly, most of the social media companies lack the resources of their larger, more
established competitors, it is difficult for them to thrive and remain sustainable. In order to
maintain their position in the marketplace and increase market share, social media companies
must have a marketing plan to manage the sales strategy of the organization. Since social
media marketing has become such a fresh concept in marketing, it could be difficult for
firms, especially new and small enterprises. Hence, this study aims to discover the
relationship between social media marketing on business growth as well as the performance
(Edubirdie, 2022).
Social media has evolved into the most prominent and important virtual space,
where the platform is utilized not only for social networking but also as a powerful tool for
digitally marketing your business and products. With over 59 percent of the world's
population of online, marketers doesn’t lose out on the opportunity to promote on these
digital forums, where they may reach the greatest number of prospective consumers
compared to print traditional television media marketing (Gary Henderson, 2020). So typical
with current many research on influences of social media on commercial enterprise
performance, there's a end result that withinside the new contemporary-day enterprise it’s not
possible to run a a hit commercial enterprise and compete with different enterprise
proprietors and be on top with out social media marketing.
To address the research gap, we aim to examine how social media marketing influences the
sales performance in businesses growth. Specifically, we investigate the effect of social
media marketingstrategies utilized by online businesses on their sales growth and
performance. It will also measure how often an average people spends in social media and
what type social media tools are they using to promote their products and services.
Nowadays, practically everyone in the society has easy access to the internet and social

media platforms. As a result, social media affects people's perceptions across the globe.
Before the arrival of social media, businesses sold door to door, but currently almost every
business uses social media to increase sales and maximize profits. Due to social media
marketing, people currently have many brand alternatives.Hence, social media has a higher
influence on business growth and performance than traditional marketing tools, hence this
issue is being studied.
ii. Significance
The study on impacts of social media on business growth and
performance is important as social media channels have quickly become
the backbone of business strategies and are key to building meaningful
connections with consumers to drive long-term brand loyalty.Early studies
have proven the important effects of social media on business
performance and how it changes a business revenue and how it have
impacts on business marketing. Therefore, our study aims to add more
better clarity to this research by collecting data from a different area
related to the research. to understand how social media will affect
businesses, so those who are starting a business understand the
importance of social media on business performance at this era. This
knowledge can help a lot of business owners to do better marketing
performance with saving a lot of times and additional costs by the help of
social media marketing.
Since covid-19 pandemic, a lot of changes happened to all business industries and had
fundamentally disrupted entrepreneurial finance. Therefore, most business owners adopted
social media usage for performing business virtually. Social media become very popular in
business marketing although, there are no sufficient studies related to the topic unfortunately
many people have to struggle a lot because of no sufficient resources or lack of knowledge
about social media. Many business owners do not have enough ideas for bringing positive
impacts of marketing on their business through social media usage. Hence, Our study helps
business owners to use better strategies only from the source of social media to have a
profitable business performance.

iii. Purpose Statement
This research aims to investigate the impacts of social media marketing on business
growth and performance.
iv. Research Question
For the better understanding this research aim to answer these two main questions
1. What are the level of social media usage in marketing in this era?
2. How does social media marketing affect the business growth and performance?
Literature Review
Social Media adoption and usage in business
Social media has become a necessity for business nowadays for better performance.
Nowadays mostly all businesses use from social media marketing as its very affordable,
companies may acquire high-quality brand awareness on social media even if they have a
minimal budget. Also, by adoption of social media marketing you may directly contact your
target demographic by purchasing advertising on placement sites like Facebook or Instagram.
You may even target your adverts to certain categories like gender, age, pay, and area.
A study conducted by He et al. (2017), concluded that while more and more small businesses
have jumped on the bandwagon of social media in recent years, the authors found that only a
limited number of published articles are currently available regarding the decision-making
factors for social media adoption by small businesses. By an exploratory investigation of
social media adoption by small businesses revealed some novel insights and developed a
decision support model composed of factors critical to successful social media adoption by
small businesses. The purpose of the study was to understand why and how small non-
manufacturing businesses adopt social media, and for what business purposes. The
researchers interviewed 27 owners or managers of locally- owned small businesses each in-

depth semi-structured interview lasted up to 45 minutes. The study retrieved five main
adoption factors of social media marketing by business owners including the adopter’s social
media perception, the adopter’s personal characteristics, social influence from peers and/or
media, current business performance, and the business purposes for adoption affect their
adoption decisions.
Another study conducted by Nawi et al. (2017), stated that while it is perceived that adoption
reflects acceptance the individual usage is critical and cannot be guaranteed by mere
adoption. So the purpose of this study was to argue that individual usage is critical and cannot
be guaranteed by mere adoption. A total of 300 respondents from all of the public universities
were recruited in this study. An online questionnaire was given to investigate the Acceptance
and usage of social media as a platform among student entrepreneurs. The findings from the
study reveal that performance expectancy (PE) has a positive and significant effect on the
adoption of social media as a business platform among student entrepreneurs in Malaysia.
Also Perceived risk, Perceived trust and perceived enjoyment are proven to have a positive
and significant effect on the adoption of social media as a business platform among student
entrepreneurs in Malaysia.
Therefore, to conclude, the 2 journal articles both provide main factors that why business
owners adopt social media as a marketing tools. Additionally, these findings all express the
positive impacts and factors of social media marketing adoption toward business
performances. Otherwise, in the first study it found that sometime business owners adopt
social media because of social influence from peers and/or media but in second study it found
that performance expectancy which mostly an individual believes that using a system will
help him or her to attain gains in business performance has a positive and significant effect on
the adoption of social media as a business platform.
Challenges of social media marketing
As much as social media can bring a positive impact on businesses performance it is also has
some challenges that mostly people have to understand those challenges and overcome
against that. Many business owners have lack of enough technologically knowledge against
social media marketing. Thus, the main challenges of social media marketing could be lack of

information, time or even in some place’s government create some restriction for usage of
social media.
However, a study conducted by Bhandari and Bansal (2018), the journal investigates on the
prospects and challenges of social media marketing. The purpose of the study was to reveal
real decisional behavioural of management institutes in India for social media marketing
usage, and analyses of empirical elements of social media consumption pattern. The study
consisted of 384 users of social media students, from both the male and female group, and
used a well administered and structured questionnaire about Social media usage and
demographic profile of respondents, descriptive statistics of identified variables, confirmatory
Factor Analysis. Overall, on a significant level, it was found that prospects and challenges of
social media marketing is indeed associated to firm scope, relations, projections and
governance.
In addition, another study conducted by Rugova and Prenaj (2016), social media is a
phenomenon that has transformed the interaction and communication of individuals
throughout the world. However, social media is not only a communication tool for
amusement, but it is also an important part of marketing strategies in business life. The
journal article deals with the issue of social media and its influence on SMEs. The purpose of
this study was to be to improve the understanding of the benefits and challenges of Social
Media Marketing usage by SMEs. Another goal of this study is to research how SMEs can
use social media to benefit their businesses and also to explore challenges and benefits that
SMEs face when they decide to use social media as a marketing tool. For methodology main
sources of information, used in compiling this paper, were secondary sources, sources
accessible through internet, and the existing literature in the field of marketing in general and
social media marketing in particular. Sources used are many scientific articles on social
media marketing and general literature on marketing, the results of these articles and the
opinions of their authors have been analyzed and compared to fulfil the aims of this paper.
The challenges that found at a result was, Social Media Marketing for SMEs also requires
knowledge and a lot of work, and of course has its own challenges and risks before achieving
success that is worth to mention (Stelzner, 2014). It has been also found that a group of
employees, needs to be ready and able to communicate with customers’ and respond to their

feedbacks and complaints on daily basis. Employees engaged in Social Media activities
should be highly skilled and trained in order to respond effectively to every questions.
Thus, to conclude both studies that discussed authors at a result find many different
challenges of social media marketing. The findings of the study provided sufficient and
relevant evidence that as much as social media marketing has a lots of benefits for business
performance it also has many challenges toward business owners. But both authors
emphasized that these restrictions and hazards should not be used as a barrier to Social Media
Marketing adoption; while they may appear frightening and difficult, they are only
safeguards that must be done on time in order to achieve complete and significant success in
the Social Media marketing plan.
Benefits of social media marketing towards business growth
Joel Källbäck (2019) conducted a studyto provide a deeper understanding to why companies
continue to use traditional advertising in the digital world. The study used non-probability
sampling technique where the study choose individuals to interview that are informative.The
study included 3 participants from 3 different companies with different marketing manager
positions.Participants were examined by semi-structured in-depth interview that tackled
questions involving usage of traditional advertising and along with usage of social media
marketing. From the findings,it was discovered thattraditional advertising in digital world can
be an effective marketing tool to use for companies in order to establish brand awareness.
Moreover, social media marketing helps to make content go viral without having to pay extra
for company sales. On top of this,media mix is altering organization that must have a quality
advertising method to reach their unique consumers. Therefore, every company must have
responsibility to make their advertising more meaningful and with playful messages.
In addition, another study conducted byRazak and Latip (2016), was done toinvestigate the
factors that influence social media usage in marketing activities among SMEs in
Malaysia.The study analysed by overall 20 previous studies which published in the range of
2011 to 2015 in this research. Document analysis of previous studies was the technique used
to achieve the significant factors that influence social media usage among SMEs in marketing
activities. From this study, it was concluded that the usefulness is one of the factors examined

as an important factor influencing the usage of social media by many SMEs. In this study,
usefulness refer to the degree of how SMEs believe that using social media will enhance
marketing performance. In addition to that, ease of use also influences social media usage by
SMEs for marketing where the ease in this study can be defined as the degree of how SMEs
believe that they do not have to put more effort in using social media for marketing activities.
Apart from the factors discussed above, enjoyment is another factor that influences social
media usage which refers to the enjoyment of using social media by SMEs in marketing
activities without compulsion by any party.
Hence, to conclude, the findings discovered from the first studythat traditional advertising in
digital world alter to achieve quality advertising approach which affects company to have
responsibility to make their advertising more meaningful to customers.On the other hand, the
second study instead discovered that social media marketing is interesting and useful for
academicians, entrepreneurs, online marketing practitioners and social media companies that
contributes to the existing knowledge in the social media environment among SMEs where
social media is good for businesses, whether it is a large, medium or small company.
Methodology
Participants
The study included 64 participants from adolescents under the age of 18 to over the age of 22.
The respondents' adolescent age assures that they are witnessing privacy invasion at an age
that social media is widely adopted. The participants come from different education levels as
well as different level of work experience. Social media usage has been established among
young adolescents, hence the group of studentsselected for the survey is one of the ideal
target populations for the study.However, no specific selection method was used to obtain the
participants, hence the method used was random selection for this survey. Additionally, the
study used an online survey sent through social networking platforms to engage participants
from that particular age and category.
Procedure
This research aims to explore the impact of social media marketing and how it impacts
business growth and performance through social media engagement. The researcher has
conducted a qualitative research approach such as a survey in order to better understand
adolescents’ views on the study specifically as well as their understanding of social media
marketing. On the other hand, quantitative research is much more practicalrather qualitative

which present facts in statistics and analytical form than extensive paragraphs that provides a
variety of responses.This general representation of the participants' views was generated by
comparing the average of the questions.Followingly, to achieve these research questions, the
researcher created an online survey through Google Forms consisting of 17 items out of a
total of 3 sections. The survey uses a Likert scale from “strongly disagree” to “strongly
agree” to measure results unambiguously. Moreover, due to the convenience level, the
researchers were able to acquire more participants by using an online survey.In addition, the
platform offers researchers a summary and individualized statistical report.
In terms of the measures performed prior to the establishment of the online survey, the
researchers had to investigate multiple reports and past literatures done by other researchers
on the selected issue related with the topic and appendix section. The appendix section
typically comprises of interview or survey questions that the authors have used to create the
research. Following this, the researcher was able to construct a well-founded investigation
adapted from several sources. After determining on the survey's form, the researcher
conferred with their lecturer to verify the survey questions' reliability, validity, and accuracy
in regard to the topic's specific variables, including the research questionnaires. The survey
was then constructed in Google Forms and disseminated towards the 64 respondents on June
19th. With the online survey open for answers, the researcher had gathered all the answers
and data from the 64 respondents by the 22nd of June, and closed the online survey for
further respondents.
Instrumentation
The respondents were given a short overview of the online survey before it
began.The researchers included a statement illustrating the survey and assuring the privacy of
the participants' data, as well as a questionnaire at the inception of the research to affirm the
participants' agreement to the survey. Hence, the respondentswere assured of the extreme
confidentiality that will be provided. Adding on, researchers included the purpose of the
survey to have better understanding of social media marketing on business growth and
performance which provide sufficient information to the respondents. To further clarify the
survey, the researchers included an agreement box that specifies that all respondents
consented to engage and express their opinions on this matter, and that they will not be
allowed to go to the following section unless they agree to the terms.
Questionnaire

There were three sections to the online survey. Each section of the survey correlated to the
study's research topics in the following way:
i) Section A was based on the respondents’ demographics.The researcher has
included six items in the demographics section which were age, gender, ethnicity,
occupation, and study programme and work period.
ii) Section B was based on the research question that is the level of social media
usage in marketing in this era. There was a total of 5 items included in this section
to explore the different views of young adolescents about the impact of social
media marketing.The items were adapted from three studies which titled ‘An
Analysis of the Impact of Social Media Marketing on Individuals’ A Individuals’
Attitudes and Perceptions at NOVA Community College’ by Nya Gibson, ‘Social
Media Marketing: Exploring the user typology in Turkey’ by Yüksek Lisans Tezi
and ‘The Effectiveness of Social Media Marketing in Small Business
Performance’ by Camil Amnaay Joachim.
iii) Section C was based on the second research question which is social media
marketing affect the business growth and performance. There was 6items in this
section to understand impacts of social media marketing affects the business
growth and performance. The items were adapted from two studies which titled
‘To Assess the Impact of Social Media Marketing on ConsumerPerception’ by Ali
et al. (2016) and ‘An Analysis of the Impact of Social Media Marketing on
Individuals’ A Individuals’ Attitudes and Perceptions at NOVA Community
College’ by Nya Gibson.
Methods of Data Analysis
Before developing final conclusions from the findings, the researchers thoroughly
investigated and evaluated each participant's statistical data. Consequently, the researchers
were enabled to adopt preventative procedures to exclude the invalid results and answers.
Following that, the researchers focused on the various pie charts generated by the Google
Forms algorithm while analysing the data.

The survey was designed using a Likert Scale with a range of 1 to 5, with 1 representing
strongly disagree and 5 indicating strongly agree. For this reason, the researcher decided to
convert the respondents' data into a bar graph, with each item having a separate bar chart. The
study will then investigate at the deviation of the each bar chart to see where the majority of
the data is situated. A positive skewness indicates that the majority of respondents disagreed
to the statement, whereas a negative skewness indicates that the majority agreed.Therefore,
the researcher conducted this to synthesize the information provided by the participants and
to make the results more accessible to the readers.
Findings and Discussion
The aim of this research was to investigatethe impacts of social media marketing youths
and how it may affect business growth and performance.A total of 64 participants responded,
allowing further analysis for the objective of answering the research questions, which are as
follows:
1. What are the level of social media usage in marketing in this era?
2. How does social media marketing affect the business growth and performance?
Demographic data of participants
This survey consists of three parts, Section A, B, and C. The first part of the survey,
SectionA, covers the demographics of participants. The data are presented in Table 1 below.
The demographic data to be obtained for the purpose of the study consisted of 6
questions.The first question asked participants to state their age range. The results displayed 7
participants from the 18 and below old range (10.9%), the majority 28 participants came from
the 19 old age (43.8 %), 13 participants from the 20 old age range (20.3%) and finally 8
participants from 21 old age range (12.5%) and 8 participants from 22 and above old age
range (12.5%) respectively.Followingly, the respondents were asked to specify their gender,

whether male or female.The results displayed 40 male participants (62.5%), 23 female
participants (35.9%) and 1 nonbinary participant (1.6%). As an outcome of the random
selection approach, more males responded compared to females and nonbinary.
Moreover, the participants were required to state their ethnicity. The results presented 4
participants were Malay (6.3%), 1 participants was Sudanese (1.6%), 21 participants were
Chinese (32.8%) and finally the majority of 38 participants were Indians
(59.4%).Furthermore, participants were required to state their present occupation.The data
reported the majority of 44 participants were students (68.8%), 9 participants were full time
employed (14.1%) whereas the other 9 participants were part-time employed (14.1%), 1
participant was self-employed (1.6%) while other participant was unemployed
(1.6%).Thus,this data showed that the majority of participants were students in this survey.
In addition to that, the participants were required to state which education level they were
in.The results displayed 16 participants were from foundation in Arts (30.2%) and 4
participants were from foundation in Science and Technology (7.5%). Additionally, 3
participants were from A-level study programme (5.7%), 11 participants were from degree
program (20.8%) and eventually the large majority of participants, 19 participants came from
the diploma program (35.8%).Hence, this data displayed that a vast most of participants were
diploma students. Meanwhile, the participants also had to report their working hours if they
were working in the organization.The results displayed 27 participants worked less than 1
year(62.8%) and 16 participants worked around 1 to 5 years (37.2%). This shows that due to
the random selection process, more participants worked less than a year than those who
worked about 1-5 years.
Age Gender Ethnicity Occupation Programme Work period
(%) (%) (%) (%) (%) (%)
18 and below Male MalayStudent Arts less than 1 year
= 10.9% = 62.5% = 6.3% = 68.8% =30.2% =62.8%
19 Female Chinese full time employed Science & Tech1 to 5 years
= 43.8 % =35.9% = 32.8% =14.1% =7.5% =37.2%
20 non-binary Indian part-time employed A-level
= 20.3% = 1.6% = 59.4% =14.1% =5.7%
21 Sudaneseself-employed Degree
=12.5% = 1.6%= 1.6% =20.8%
22 and aboveunemployed Diploma

= 12.5%= 1.6% =35.8%
Table 1 Percentage of demographic data of participants
RQ1:The level of social media marketing usage in this era
In the second part of the questionnaire, referred to as Part B, there were 5 items targeted to
address the first research question regarding to the level of social media marketing usage.
This information was important to the study's analysis of the respondents' daily use of social
media. And all the items were related to the study. All five items of section B is designed in
the form of Likert scale questions.Whether they answered positively or negatively, the
respondents' choice of option would show how they felt about the question.
Items Mean
i. Do you often engage in social media platforms? 4
ii. Do you follow company brands on social media? 3.53
iii. Do you think company brand can keep up to date with
sales and promotions by using social media?
4.14
iv. Does social media platform increase brand awareness? 4.16
v. Does social media helps to reach target customers? 4.42
Average 4.05
Table 2Items in Part B of the online questionnaire and the mean score
It is noticeable from Table 2's statistics that the majority of
participants often utilise social media and they believe that social media
has a positive impacts on sales and brand awareness of a company brand
as the average mean score for the items round up to a score of 4.05.
furthermore, from these findings,It is clear that from item II's conclusion
the majority of participants with the mean score of (3.53) attempt to

follow corporate brands on social media and it show that level of social
media usage is much higher and have lots of audience. As These finding
also reveal that almost everyone in this era uses from social media
platforms as item I with the mean score of (4)resulted with 46
respondents agreeing, 6 respondents disagreeing and 12 respondents
who neither agree nor disagree.
Furthermore, the highest mean score (4.42) item V shows that most
of the participants those who already used from social media marketing
are in this believe that social media can help businesses to reach to their
targeted customers, as there arenot any participants disagree with this
question only 10 participants stayed neutral and 54 participants agreeing
with. The mean score for itemIV (4.16)is able to provide those participants
accept social media platforms can increase brand awareness that led to
attraction of more customers for a business. As only 2 participants
disagreeing and 50 participants agreeing just 12 respondents who neither
agree nor disagree. Item III with the mean score of (4.14) reveals that
companies can keep up to date with sales and promotion by using social
media marketing. It gives researchers the idea that a company
performance can grow better and business can stay well in market by
social media marketing usage as49 respondent agreeing with it and only 2
respondent disagree and 13 respondent stayed neutral.
Considering what these items have revealedthat social media has a
significant impact on business, as seen by its increased usage and
audience. Because of higher existence of users and audience the chance
of interaction and attracting new customers is very high this is consistent
with a study conducted by Joel Källbäck (2019), they also find that in terms of
social media marketing, it can make content go viral without having to
pay extra.The previous and current study finding’s shows that in this era
almost everyone accept that social media marketing is an effective way
for better business performance because of higher level of social media
usage.

RQ2: How does social media marketing affect the business growth and performance?
In the third section of the survey, officially known as Part C, there were 6 items in total that
were assigned to deal with the second research question regarding to effects of social media
marketing for business growth and performance.This information was crucial and served as
the foundation for the study's analysis of whether there is a relationship between social media
marketing and business performance or if they are just independent and unrelated.The six
items in Part C were all created as Likert scale questions. The respondents' selection of an
option would indicate how they felt about the question, regardless of whether they replied

affirmatively or negatively. The mean scores of each item can be interpreted through Table 3
below.
Items Mean
i. Do you believe that social media marketing activities affect
consumer perception of a company?
4.18
ii. People mostly buy, which brand posts are most popular. 4.25
iii. Social media innovates the ways of advertising products or
services in an efficient manner.
4.16
iv. Does social media brand posts enables impulse purchase? 4.17
v. Consumers believe that information shared by other
customers on a brand's social media platforms is
trustworthy.
4.08
vi. Do you believe social media marketing has helped in
increasing sales of a brand?
4.5
Average 4.22
Table 3 Items in Part C of the online questionnaire and the mean score
Depending on the data in Table 3, it can be determined that the use
of social media marketing relates and have positive impacts on business
growth and performance as the items' average mean scores rounded up
to 4.22.These findings all can confirm and uphold the previous studies
with the similar results, a study conducted by Tajvidi& Karami (2021), It
has been observed that use of social media has tremendous impact on
SMEs overall performance and coping with social media for bookings and
advertising and marketing has tremendous and big impact on standard
overall performance of firms.

Out of the 6 items in this section of the questionnaire, there were all had a
positive and strong statement. The item VI with the (4.5) mean score
which is the highest mean score of questionnairesprovide the evidence
that almost all the participants strongly agree that social media marketing
usage can help a company to increase their sales as 40 respondents
which form 62.5% of the participants strongly agree with the item also
another 16 respondents agree and only 8 participants stayed neutral. Item
I that is also related and similar to item VI provide efficient data that social
media is effective for business performance as it has mean score of (4.18)
which 49 respondents agree and only 3 participants disagree with this
item and 9 respondents who neither agreed nor disagreed. Overall, both
the items are completely able to give an insight that social media
marketing can increase sales in a business.
Furthermore, the item II with a mean score of (4.25) with 53
respondents agreeing, 3 respondents disagreeing and only 8 respondents
neither agreed nor disagreed these findings implies that people will
mostly buy the products that they have a popular post related to that and
it show the effects and impression of social media marketing that have on
customers attraction.Item IV resulted in a mean score of (4.17) with 50
respondents agreeing, 1respondent disagreeing and 13 respondents who
neither agree nor disagree. This can provide the observation that social
media marketing can attract a lot of impulse buyers for the businesses
and it can enable impulse purchase will enable by advertising through
social media posts.
Item III with a mean score of (4.16) that 52 respondents agreeing, 3
respondents disagreeing and only 9 respondents neither agreed nor
disagreed can interpret that mostly users who already used from social
media marketing understand that advertising through social media don’t

bring too many expenses and cash outflow for a company so social media
marketing can also be way more effective and alsohelp with a business
extra expense. The Item V with mean score of (4.08) that 51 respondents
agreeing, 5 respondents disagreeing and only 8 respondents neither
agreed nor disagreed so it reveals that using social media can also do a
free advertisement for businesses as social media marketing bring World-
of-Mouth (WOM) marketing for a company that by posting other users
about a company’s product the business can gain benefit.
overall, it can be concluded that social media marketing has a
positive and significant effect on business growth and performances, as all
the items received a mean score of (4.22). It also reveals the benefits of
social media marketing for a business such as enabling impulse purchase,
increasing in sales and cost of advertisement for a company. These
findings have similarities with the finding ofBalakrishnan et al (2014), that
obtainedonline marketing communications, specifically E-WOM, Online
Communities and Online Advertisement are effective in promoting brand
and product through company website and social media platforms.
Conclusion
The present study was designed to determine the effect and
impacts of social media marketing on business performances and growth.
As social media become a very popular tools in this era, business owners
use from social media marketing to get the benefits of modern advertising
through social media in an effective way and low expenses. So, this study
also relevant the benefits and challenges of social media marketing. The
researchers focused on two objectives to complete the study. Firstly, the
researchers aimed to understand the level of social media marketing
usage among business owners and the second aim of this study was to
investigatethe impacts of social marketing in business growth and
performance. In this study, the researchers used an online survey to

methods to accumulate data from 64 participants from adolescents under the age of
18 to over the age of 22 from Sunway college and university business programs students. The
online survey was also distributed through the platform of Google Forms.
This study has identified, that social media marketing has a huge impact
on business performances and growth. This study has shown thatthe
majority of participants often utilise social media and they believe that
social media has a positive impact on sales and brand awareness of a
company brand. Also, this study has also shown that most participants
attempt to follow corporate brands on social media, and it show that level
of social media usage is much higher and have lots of audience. These
experiments confirmed that almost all the participants strongly agree that
social media marketing usage can help a company to increase their sales
and enable impulse purchase. Lastly, this study has found that generally
social media marketing can decrease the total cost of advertisement in a
company and increase the profit.
While conducting the research, some limitations were inevitable as
a result of circumstances. The main weakness of this study was the
paucity of targeted sample profile or business owners participants, as we
were only limited to an academic circle of people instead of collecting
information from businesses we preferred to collect the data from Sunway
business program’s students. Since the study was limited to business
students, it was not possible to look after social media pages and
performances to analyze the actual impacts of social media marketing by
evident. A limitation of this study is that, the survey methods were strictly
limited toonline survey methods rather than interviewing respondents
directly, allowing them to deepen their responses and show specific
experiences and factors that influenced their responses.

Additionally, The study is limited by the lack of items as some
aspects of social media marketing should have been considered in this
study, but they were not covered. Overall, there were only eleven items in
questionnaire which can not bring enough information for covering every
detail of the topic. One of the major problems for researchers was Lack of
previous research studies on the topic as for social media marketing topic
there is only limited researches, Or even if we could find some previous
studies most of them were from many years ago which social media
marketing was not so common among business owners as social media
marketing become a very essential business tools these few last years the
age of data is important in this aspect.
In addition, the online survey was conducted on a random sample of
respondents and was not fully controlled, so researchers could not identify
respondents who did not respond honestly or did not agree with the
response. Also, if the survey could be conducted as an interview, the
investigator would have been able to explain the question to the
respondents and get the most accurate answer.
The researchers anticipate future studies to examine the limitations that arose during this
study and to find ways to overcome the problems encountered to obtain more quality
research. To begin, the researcher expects that future studies with the same factors of social
media marketing and business growth and performance could be conducted by interviewing
respondents to obtain more in-depth responses and further study the area of social media use.
This will allow future studies to have broader information on social media marking towards
business growth, as well as performance. This would also allow researchers to investigate
certain aspects such as manners, emotions, and actions, which would provide a
comprehensive understanding of the respondents' actual feelings on the issue. For example,
suppose a question regarding the level of social media usage in marketing within the
respondent in relation to their social media usage is asked. In that case, facial gestures and
tone of voice can be evaluated throughout the interview. The methodology variation could

contribute to a significant difference in the results of impacts of social media marketing on
business growth and performance.
Furthermore, future studies should employ more comprehensive questions regarding
social media marketing and its impacts on business growth and performance by adapting
various sources of survey questions provided by previous researchers to achieve more
accurate data on these variables. Other than this, it is recommended that future studies aim to
enhance the sample size and diversity of age groups of respondents throughout the
investigation of their variables to provide a sufficient and accurate depiction of all ages in the
adolescent phase. This could be done by conducting the research for a longer duration of
time, allowing researchers to reach a higher proportion of adolescents effectively. Finally, the
researchers encourage future studies to cross-reference previous studies throughout their own
research in order to gain a balanced perspective and deeper understanding of various theories
about the topic itself in order to reach their own overall conclusion.
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