Small and Medium Enterprises’ Success: Examining Social Media Effectiveness in Pietermaritzburg, South Africa

Social media has emerged as a crucial aspect of individuals' daily routines, particularly in the post-COVID-19 era. Consequently, it represents a promising channel for businesses to showcase their products and services to customers. This research aims to explore the perception of businesses regarding the effectiveness of social media in relation to business success in Pietermaritzburg’s beauty Small and Medium Enterprises (SME), South Africa. This study is qualitative in nature, purposively sampling 22 businesses and conducted semi-structured interviews. Thematic Analysis was utilised to analyse the gathered data. The results reveal the importance and effectiveness of Facebook, Instagram, and WhatsApp in beauty SME marketing initiatives. Content creation was discovered as an important requirement of businesses with a focus on visual appeal. In addition, audience targeting, and engagement were emphasised as crucial components for building ties with customers and promoting brand loyalty. SMEs are encouraged to make use of all the functionalities of Facebook, Instagram and WhatsApp which offers SMEs opportunities to enhance online presence, engage target audiences and promote business success.