Effective social media strategies for enhancing e-business growth and customer engagement: insights from Sri Lankan business leaders

Abstract

Social media has emerged as a powerful business and marketing tool in the current technological era, enabling rapid growth for e-businesses and improved customer engagement. However, effectively leveraging social media requires specific knowledge and strategic application, which many business leaders lack. This study focuses on the unique context of Sri Lankan small and medium-sized enterprises (SMEs), highlighting how regional factors influence social media strategies. Primary data were collected through interviews with six Sri Lankan business leaders and supplemented by surveys conducted via WhatsApp and Viber, along with secondary data from existing studies. Five key strategies negatively depending on its use. To leverage social media for business advantage, a proper and strategic approach is essential. This includes expanding the target audience, building brand awareness, and conveying information effectively to the right customers. Business leaders must be knowledgeable about how to creatively and innovatively use social media, as it serves as a crucial bridge between companies and consumers (Barai, 2021).Social media is a powerful marketing instrument, especially for small and medium-sized enterprises (SMEs), as it provides a low-cost yet highly efficient platform for were identified: knowledge of audience, performance measurement, sales and marketing calibration, mapping, and customer customer journey relationship management. These strategies, tailored for the Sri Lankan business environment, can help local business leaders enhance sales, brand awareness, and customer relations. Additionally, successful implementation may foster job creation and contribute positively to local and national economic development. This research fills a gap by contextualizing established social media practices within Sri Lanka, providing valuable insights for regional e-business growth.