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Social Media Strategies for Start-Ups to Attract Middle-Aged Customers
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Author(s): V. K. Kavi Raaj (Hindustan Institute of Technology and Science, India), B. Senthil Kumar (Hindustan Institute of Technology and Science, India)and Sandhya Tumma (Vignan's Foundation for Science, Technology, and Research, India)
Copyright: 2025
Pages: 18
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch010
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Abstract
Social media platforms are essential for organisations to reach their audiences and succeed online. This study describes and critiques social media methods for attracting middle-aged clients for start-ups. New entrepreneurs face social media obstacles when building brand awareness in a saturated market. This study analyses survey data and an online focus group to understand middle-aged customers' expectations, interests, and behaviour across SNS. The current study surveys and interviews middle-aged consumers to determine how they react to marketing messages and methods. It also analyses successful start-ups. The goals include assessing the relevance of certain social media, establishing how content affects customer response, and determining customer community involvement to develop trust and loyalty among middle-aged customers. This research offers practical advice for start-ups using social media marketing to improve customer interactions with middle-aged customers and grow their business.
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