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Factors Affecting Digital Visibility of Small and Medium Enterprises in India

Author

Listed:
  • Mudita Sinha
  • Leena Fukey

Abstract

This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses.

Suggested Citation

  • Mudita Sinha & Leena Fukey, 2025. "Factors Affecting Digital Visibility of Small and Medium Enterprises in India," Vision, , vol. 29(2), pages 166-176, April.
    • Handle: RePEc:sae:vision:v:29:y:2025:i:2:p:166-176
    DOI: 10.1177/09722629211060564
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    References listed on IDEAS

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    Cited by:

    1. Potina Histika Pawitra Mahandani & Kun Su, 2025. "Shaping CSR in Indonesia: The Role of Customer Concentration," Sustainability, MDPI, vol. 17(19), pages 1-24, September.

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