International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Challenges and Opportunities of Social Media Marketing for MSMEs in India: A Review of Secondary Evidence

Author(s) Dr Ramakrishna . N, Dr Yogeesh L N
Country India
Abstract This study reviews the current evidence on how social media marketing shapes the prospects of micro, small, and medium enterprises (MSMEs) in India. It draws on peer-reviewed journal articles, policy papers, and industry reports published between 2010 and 2024, identified through keyword searches in academic databases and portals, and screened for relevance to MSMEs, India, and social media marketing. The final set of sources was examined using a structured narrative approach and thematically grouped into broad categories of challenges and opportunities with further subthemes. The review identifies six major constraint areas: limited financial and human resources, digital literacy gaps, ad-hoc and reactive social media strategies, technology- and platform-related difficulties, weak mechanisms for measuring performance and return on investment, and heightened concerns regarding online risk, trust, and data privacy. Simultaneously, the literature highlights significant benefits, including low-cost access to wider markets, stronger customer engagement, more precise targeting and analytics, integration with e-commerce and digital payments, creative content-based differentiation, and an emerging ecosystem of training and support schemes for MSMEs. Overall, the study argues that social media marketing is not a stand-alone solution but can substantially enhance MSME competitiveness when combined with skills development, strategic planning and supportive public–private initiatives.
Keywords Social media marketing; Micro, Small, and Medium Enterprises (MSMEs); Digital marketing adoption; MSME challenges; India
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64360
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E-ISSN 2582-2160
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