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.
