SOCIAL MEDIA INFLUENCE ON MODERN ENTREPRENEURSHIP : A STRUCTURED LITERATURE REVIEW WITH PRISMA GUIDELINES

Entrepreneurship, Management, Digital Marekting

The use of social media as a marketing tool for building brand reputation and loyalty is common nowadays. Social media endorsements enhance brand visibility and credibility and can go viral, rapidly spreading the intended messages. The influence of social media platforms in endorsing small businesses and enterprises has become as easy as pie for entrepreneurs to reach a wider audience, showcase their products/services, gather feedback, and stay updated on industry trends. The present paper accomplishes a systematic review to synthesize the role of social media in an entrepreneurial context using Preferred Rating Items for Systematic Reviews and Meta-Analysis (PRISMA) guidelines. The inclusion criteria employed for this paper were I) Open Access II) Publications between 2010 to 2024. III) Language considered is English only. IV) Research articles have been only accessed. V) Both qualitative and quantitative studies were included. Studies that were excluded from the assessment were I) Conference proceedings II) Unpublished theses or research works. III) Book Chapters & Review Papers. As a result, 67 research papers are analyzed to accomplish the research objectives. The analysis of the selected papers provides valuable information and answers the research questions framed in the PRISMA protocol. This study will provide insight on how social media platforms can benefit the small businesses and entrepreneurs who face tough competition in the business world based on the available literature.

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