1.
Minu Mehta
– Ies Management College And Research Centre, Bandra, Mumbai, India
2.
Richa Anand
– Ies Management College And Research Centre, Bandra, Mumbai, India
Abstract
This paper attempts an analysis of the use of social
media to empower micro entrepreneurs in reaching
out to niche as well as mass markets. The inroads
of technology having touched all aspects of business
communication, the internet has altered the modes as
well as intensity of spread of innovations and ideas
with tech savvy followers interacting with their new age
marketers through the virtual world. This paper touches
upon the challenges faced by micro entrepreneurs
and focuses on four contemporary cases, which
demonstrate effective usage of social media networks.
Two trends are visible; one being the use of social
media in addition to traditional market practices, and
the second being exclusive dependence on social
media networks. Social media networks have provided
enabling environments to micro-entrepreneurs thus
facilitating their last mile connectivity with a wider and
dispersed audience.
Keywords Micro-entrepreneurs, Lifestyle Marketing, Social Media, Technology
