Proceedings of the International Conference on Innovation & Entrepreneurship in Computing, Engineering & Science Education (InvENT 2024)

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Assessing the Readiness of Startups and Small Businesses to Embrace Innovative Digital Branding Strategies

Authors
Aman Sharma1, *, Bhuvanesh Kumar Sharma1, Pooja Jain2, Umesh Gautam2, Sanjay Kumar Sharma3
1Symbiosis Institute of Business Management, Pune Symbiosis International (Deemed University), Pune, India
2Amity Business School, Amity University, Gwalior, Madhya Pradesh, India
3Symbiosis Centre for Management &, Human Resource Development, Pune Symbiosis International (Deemed University), Pune, India
*Corresponding author.
Corresponding Author
Aman Sharma
Available Online 1 December 2024.
DOI
10.2991/978-94-6463-589-8_2How to use a DOI?
Keywords
Branding; Digital; Start-ups; Social-media; Small-scale business
Abstract

This study examines the readiness of startups and small businesses to adopt digital branding strategies, particularly in developing economies. The research focuses on identifying challenges, motivations, and key factors influencing the choice of digital platforms for branding. To achieve these objectives, quantitative interviews were initially conducted with business owners from various industries to pinpoint specific digital branding challenges. These insights informed the creation of a comprehensive questionnaire, which explored essential aspects such as perceived utility, social media promotion, cost concerns, and privacy issues. The questionnaire was administered to 61 entrepreneurs across Mumbai, Pune, Thane, and Nagpur. The collected data was analyzed using SmartPLS and PLS-SEM methodologies. The findings underscore the critical role of independent digital branding for startups and small businesses, revealing significant challenges, including pricing structures, time investment, and privacy concerns. This research fills a notable gap in the literature, particularly regarding the pre-sales factors influencing digital branding adoption among small enterprises. By exploring the motivations and obstacles specific to these businesses, the study offers new insights that can guide more effective digital branding strategies tailored to smaller-scale enterprises in developing economies.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Innovation & Entrepreneurship in Computing, Engineering & Science Education (InvENT 2024)
Series
Advances in Computer Science Research
Publication Date
1 December 2024
ISBN
978-94-6463-589-8
ISSN
2352-538X
DOI
10.2991/978-94-6463-589-8_2How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aman Sharma
AU  - Bhuvanesh Kumar Sharma
AU  - Pooja Jain
AU  - Umesh Gautam
AU  - Sanjay Kumar Sharma
PY  - 2024
DA  - 2024/12/01
TI  - Assessing the Readiness of Startups and Small Businesses to Embrace Innovative Digital Branding Strategies
BT  - Proceedings of the International Conference on Innovation & Entrepreneurship in Computing, Engineering & Science Education (InvENT 2024)
PB  - Atlantis Press
SP  - 4
EP  - 14
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-589-8_2
DO  - 10.2991/978-94-6463-589-8_2
ID  - Sharma2024
ER  -