Social Media and Micro-Entrepreneurs: Lifestyle Marketing

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

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