Navigating the Challenges of Social Media Marketing for Small and Medium Enterprises (SMEs) in Pakistan: A Qualitative Study

Abstract

This paper discusses the challenges and prospects of social media marketing, and strategies for Small and Medium Enterprises (SMEs) in Pakistan. Social media platforms have developed into vital resources for companies all over the world, providing SMEs with reasonably priced ways to connect with a larger audience. Nevertheless, SMEs in Pakistan have numerous impediments to harnessing these platforms successfully; specifically, financial constraints, absence of digital marketing abilities, and problems of content creation and engagement.

The opportunities described by the research that can be used by Pakistan SMEs include the relatively low cost of digital marketing tools, the possibility of cooperation with micro-influencers, and the adaptability of the content to regional cultures and languages. These strategies therefore provide SMEs with a chance to improve their social media marketing campaigns and at the same time enhance their relationship with their communities.

The study provides a comprehensive perspective of the unique issues faced in the Pakistani environment by identifying important hurdles and opportunities through semi-structured interviews with 12 SME owners, managers, and employees across a variety of industries. Thematic analysis of interview results suggests that increasing the training of SMEs, using cheap social media marketing tools and cooperating with influencers would lead to enhanced outcomes for these companies’ social media marketing strategies.

Policy-level recommendations for using financial incentives and digital literacy initiatives to support SMEs are made as well as actionable advice to SMEs such as the need to work with micro-influencers and digital marketing courses. These findings add to a growing research body on digital marketing for SMEs in developing countries.