Social Media Strategies and Brand Engagement Among Asian Entrepreneurs: A Digital Marketing Perspective
DOI:
https://doi.org/10.53555/jaes.v21i2.27Keywords:
Social media marketing, brand engagement, Asian entrepreneurs, influencer strategy, digital storytellingAbstract
Social media has become an important medium for entrepreneurial growth and brand engagement in the rapidly evolving markets of Asia with the onset of the digital age. Entrepreneurs increasingly are turning towards social media platforms such as Instagram and Facebook to approach consumers, build trust, and gain visibility. The research employed a mixed-methods design with quantitative data from structured questionnaires supplemented with qualitative data from semi-structured interviews. The sample was 200 Asian entrepreneurs operating in different industries who were actively utilising social media for business. Descriptive statistics and thematic analysis were employed in data analysis to elicit patterns and findings. Instagram (85%) and Facebook (78%) were the most used channels for business engagement. Story-telling with a personal touch scored 9.2 out of 10 in terms of its effectiveness, followed by user-generated content at 8.7, video content at 8.0, and promotional discounts at 7.5. Micro-influencers (1K–100K followers) generated the highest average engagement rate of 6.5%, compared to 4.2% from macro-influencers and 2.9% from mega-influencers. These results determined the strong impact of authentic content and target audience segmentation on the engagement of consumers. Business leaders need to give precedence to relation-based content and platform-centric approaches in creating enduring brand interaction. Future studies should use longitudinal approaches and seek out regional-specific online habits to create a richer understanding.
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Copyright (c) 2025 Dr. Pinaki Ghosh, Praveendas K, Dr. Priyanka Shrivastava, Advocate Varun Goel, Dr. Suhas Durgadasrao Pathak, Radhika Sandhad (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
