A quantitative study of social media marketing practices and perceived small business growth in Afghanistan

The use of digital technology in contemporary societies is transforming small businesses’ marketing and communication practices. However, the role of social media marketing practices in perceived small business growth (PSBG) remains understudied in fragile and developing economies. This study examines the associations between platform variety, frequency of use, content quality, engagement strategies, and PSBG among small business owners, managers, and employees in Afghanistan. The study employed a quantitative cross-sectional design. In total, 327 respondents were recruited from small businesses in Kabul and Nangarhar provinces. Data were analyzed using multiple regression. The analysis revealed that all four social media marketing practices were positively associated with PSBG. These practices explained 34.9 percent of the variance in PSBG. Platform variety was the strongest predictor of PSBG, followed by content quality, engagement strategies, and frequency of use. Practically, the findings of the study suggest that respondents who reported using a greater variety of platforms and producing high-quality content reported more positive PSBG. This study contributes to theory and practice by providing empirical evidence on the sources of PSBG in the context of a fragile economy, identifying factors associated with PSBG. Additionally, the study provides several implications for practitioners and policy makers in charge of promoting competitiveness and sustainable development of small and medium-sized enterprises. Due to the design of the study, the findings should be considered as indicative of statistical associations rather than causal relationships.