The Importance of Social Media Presence For Small Scale Delivery Only Textile Entrepreneurs In Sri Lanka

Abstract

Over the last few decades, the rapid evolution of the Internet has provided many new opportunities for both businesses and consumers. Aside from the obvious uses of searching for information and communicating, online platforms can now be used to conduct an entire business. Small-scale delivery-only textile shops have become one of Sri Lanka's fastest-growing online businesses, with social media serving as the primary platform. Similarly, anyone with an internet connection and a device that allows them to browse the Internet can easily order anything they want online while remaining in their convenient locations. Because of recent technological advancements in Sri Lanka and worldwide, both consumers and sellers are drawn to virtual shopping, where social media plays a vital role in success. In such a backdrop, this study investigates the significance of social media presence for small-scale delivery-only textile entrepreneurs in Sri Lanka. To elicit genuine insights from the respondents, a qualitative research approach was used. In-depth interviews were conducted with sixteen entrepreneurs who run small-scale textile shops on social media platforms, and data were analysed using a thematic analysis approach. According to the findings, Facebook and Instagram were recognized as the most popular social media platforms for small-scale delivery-only textile shop owners. Furthermore, the study revealed the importance of paid advertising campaigns and points of differentiation achieved through island-wide free cash on delivery, replacement, refund, and return policies, and ease of access. The importance of having backup plans and the influence of situational factors were also identified as critical in running businesses via social media platforms. These insights will help small-scale entrepreneurs to grow their businesses on social media platforms by maximizing the efficiency and effectiveness.