Digital Marketing and Social-Media in Enhancing the Visibility of Street Vendors

Nagomi Joyce Lavanya; Sheeba R

doi:10.36948/ijfmr.2025.v07i05.59110

Digital Marketing and Social-Media in Enhancing the Visibility of Street Vendors

Author(s)	Ms. Nagomi Joyce Lavanya, Dr. Sheeba R
Country	India
Abstract	The rapid growth of digital technology and social media has revolutionized the way businesses engage with customers, offering new opportunities for marketing, communication, and sales promotion. While large enterprises have embraced these tools effectively, the informal sector, particularly street vendors, has only recently begun to explore their potential. This study examines how digital marketing and social media platforms enhance the visibility and business performance of street vendors in Tiruchirappalli. The research focuses on identifying the most commonly used platforms, understanding the level of digital engagement, and analyzing its impact on customer interaction and sales growth. The study found that age and education were important factors related to digital marketing effectiveness, while gender and business type related to high levels of customer engagement and business growth with the type of platform they used. Younger vendors with better educational attainment, especially those that used all three platforms (WhatsApp, Instagram, and Youtube Shorts) recorded higher levels of customer engagement and business growth than those who used one platform or no platforms at all. The study established that higher levels of indexation of digital marketing activities positively influenced customer engagement as well as overall sales performance. The paper contributed to the understanding of how digital inclusion is helping the informal sector by enhancing visibility, competitiveness, and sustainability, but it also provided implications for actionable policies for policymakers and local authorities to generate a training program or raise awareness and capacity of how street vendors might use digital tools. In this context, the paper offered a greater understanding of how digital marketing can serve as a bridge between offline, traditional street based commerce and the growing digital economy.
Keywords	Digital Marketing, Social-Media, Street Vendors, Business Visibility, Customer Engagement
Field	Arts
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-10-30
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.59110

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Digital Marketing and Social-Media in Enhancing the Visibility of Street Vendors

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