Using social media to promote niche e–commerce projects
The article is devoted to the study of the effectiveness of using social networks for the development of niche online stores. The relevance of the topic is due to the rapid growth of social commerce in 2023–2025 and the limited advertising resources of small brands. The novelty of the study is expre...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Russian |
| Published: |
Russian Academy of Entrepreneurship
2025-07-01
|
| Series: | Путеводитель предпринимателя |
| Subjects: | |
| Online Access: | https://www.pp-mag.ru/jour/article/view/2131 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849695204532027392 |
|---|---|
| author | M. I. Mohammad Zahir |
| author_facet | M. I. Mohammad Zahir |
| author_sort | M. I. Mohammad Zahir |
| collection | DOAJ |
| description | The article is devoted to the study of the effectiveness of using social networks for the development of niche online stores. The relevance of the topic is due to the rapid growth of social commerce in 2023–2025 and the limited advertising resources of small brands. The novelty of the study is expressed in a comprehensive assessment of the impact of interactive content, influence marketing and targeted advertising on customer engagement and conversion, and the strengths of specialization in narrow communities have been highlighted. The work summarizes global statistics on consumer behavior. Particular attention is paid to the behavioral characteristics of Generation Z that generate demand through social media. The goal is to identify the factors that increase the impact of SMM for niche e–commerce projects; the objectives include engagement analysis, comparative analysis of successful cases and the development of practical recommendations. The methods of content analysis of reports, comparative and systematic approach, statistical interpretation of data are used. The research materials contain reports from DataReportal, eMarketer, Statista, publications on the influence economy, article reviews of niche communities and micro–brand fashion, which expands the evidence base for conclusions. The article will be useful for entrepreneurs who want to promote their niche e–commerce projects using social networks and advertising and marketing specialists. |
| format | Article |
| id | doaj-art-9cb6bf1c8d42460995bcb3718c803bd6 |
| institution | DOAJ |
| issn | 2073-9885 2687-136X |
| language | Russian |
| publishDate | 2025-07-01 |
| publisher | Russian Academy of Entrepreneurship |
| record_format | Article |
| series | Путеводитель предпринимателя |
| spelling | doaj-art-9cb6bf1c8d42460995bcb3718c803bd62025-08-20T03:19:50ZrusRussian Academy of EntrepreneurshipПутеводитель предпринимателя2073-98852687-136X2025-07-01183717810.24182/2073-9885-2025-18-3-71-781788Using social media to promote niche e–commerce projectsM. I. Mohammad ZahirThe article is devoted to the study of the effectiveness of using social networks for the development of niche online stores. The relevance of the topic is due to the rapid growth of social commerce in 2023–2025 and the limited advertising resources of small brands. The novelty of the study is expressed in a comprehensive assessment of the impact of interactive content, influence marketing and targeted advertising on customer engagement and conversion, and the strengths of specialization in narrow communities have been highlighted. The work summarizes global statistics on consumer behavior. Particular attention is paid to the behavioral characteristics of Generation Z that generate demand through social media. The goal is to identify the factors that increase the impact of SMM for niche e–commerce projects; the objectives include engagement analysis, comparative analysis of successful cases and the development of practical recommendations. The methods of content analysis of reports, comparative and systematic approach, statistical interpretation of data are used. The research materials contain reports from DataReportal, eMarketer, Statista, publications on the influence economy, article reviews of niche communities and micro–brand fashion, which expands the evidence base for conclusions. The article will be useful for entrepreneurs who want to promote their niche e–commerce projects using social networks and advertising and marketing specialists.https://www.pp-mag.ru/jour/article/view/2131social commercesmmniche brandsinfluence marketinggeneration ztargeted advertisingengagementconversion |
| spellingShingle | M. I. Mohammad Zahir Using social media to promote niche e–commerce projects Путеводитель предпринимателя social commerce smm niche brands influence marketing generation z targeted advertising engagement conversion |
| title | Using social media to promote niche e–commerce projects |
| title_full | Using social media to promote niche e–commerce projects |
| title_fullStr | Using social media to promote niche e–commerce projects |
| title_full_unstemmed | Using social media to promote niche e–commerce projects |
| title_short | Using social media to promote niche e–commerce projects |
| title_sort | using social media to promote niche e commerce projects |
| topic | social commerce smm niche brands influence marketing generation z targeted advertising engagement conversion |
| url | https://www.pp-mag.ru/jour/article/view/2131 |
| work_keys_str_mv | AT mimohammadzahir usingsocialmediatopromotenicheecommerceprojects |