From Traditional to Digital: The Transformation of MSME Branding Strategies in Kancheepuram through Social Media

Abstract

This research paper presents an in-depth analysis of the transition from traditional to digital branding strategies among Micro Enterprises (MEs) in the Kancheepuram district, emphasizing the transformative role of social media. In an era where digital presence significantly influences business success, this study provides crucial insights into how micro-enterprises are adapting to and capitalizing on the opportunities presented by social media platforms. Utilizing a survey methodology, the research captures responses from 46 employees across a diverse range of micro-enterprises in Kancheepuram. This approach facilitates a multifaceted understanding of the current state of digital branding among these businesses, shedding light on the extent of social media integration into their branding strategies and the resultant effects on their market engagement and brand perception. The paper seeks to explore various dimensions of this digital shift, including the motivations driving MEs towards social media, the specific platforms that are most effective for branding in the local context, and the innovative tactics employed by these businesses to enhance their brand identity online. Furthermore, the research delves into the challenges faced by MEs during this digital transition, such as resource limitations, skills gaps, and the struggle to maintain a consistent and engaging online presence. Through detailed case studies, the study exemplifies successful strategies adopted by Kancheepuram's micro-enterprises, offering practical models for others in similar contexts. The findings from this study are poised to offer valuable insights for micro-enterprises not only in Kancheepuram but also in other regions with similar economic landscapes, providing guidance for leveraging social media for effective digital branding. Additionally, the results have implications for policymakers and business support organizations, underscoring the need for initiatives that facilitate digital literacy and resource accessibility for micro-enterprises embarking on their digital branding journey.