“Impact of Social Media Marketing”

ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E- commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data was collected from reports, scholarly journals, and case studies.