IMPACT OF SOCIAL MEDIA ON BUSINESS EFFECTIVENESS: AN EMPIRICAL STUDY

With the exponential relevance of social media in recent years, it has become imperative for organizations to understand how these digital channels influence their overall effectiveness and success. Social media platforms have altered the way businesses communicate and engage with their customers. Companies now can reach a vast audience, build awareness, and establish direct communication channels with their target market. This empirical study aims to investigate the impact of social media on business effectiveness by analyzing its influence on various aspects of organizational performance. Despite the growing recognition of social media's importance, there is still a need for empirical research to understand the specific ways in which social media affects business effectiveness. The significance of this paper lies in its prospect to inform businesses, marketers, and decision-makers about the strategies and practices that can maximize the benefits derived from social media platforms. The researcher had considered 197 people from business sector to know the Impact of “social media” on business effectiveness and concludes that there is significant impact of “social media” on business effectiveness.