Adoption Benefits and Effects of Social Media Marketing Strategies for Micro, Small and Medium Garment Units in Tirupur

Abstract

India is one of the very few countries to have consistently supported small-scale enterprises in order to promote greater employment and perhaps also a more egalitarian distribution of wealth. This led to the growth of small enterprises in terms of output, employment and exports. Micro, small and medium enterprises (MSMEs) play a pivotal role in the overall industrial development of the country.Tirupur is a little town and the centre of India’s local cotton knitwear industry which is situated in Tamilnadu, India. In this digital era, social media marketing has become an integral dimension of marketing as it opens numerous avenues to reach out to specific target consumer. MSME garment units in Tirupur generally encounter various problems and they have recognized socialmedia marketing as a potentialmarketing platform. MSME entrepreneurs could attain bundled benefits by implementing social media marketing strategies.