Research Problem:

The conceptual agreement surrounding the relationship between social media marketing and
business growth is lacking. While social media marketing is widely acknowledged as a critical tool for
businesses, there is a lack of consensus regarding the specific variables and mechanisms that
contribute to business growth. Variables such as social media engagement, content strategy,
influencer marketing, and customer relationship management are often discussed in the context of
social media marketing. However, their precise roles and interplay in driving business growth remain
unclear. Establishing a conceptual agreement on these variables is essential to gaining a
comprehensive understanding of the impact of social media marketing on business growth.

Given the global commitment to economic growth and development, understanding the role of
social media marketing in fostering business growth is of paramount importance. In an increasingly
digital and interconnected world, businesses are under immense pressure to leverage social media
platforms effectively to remain competitive and contribute to economic growth. By investigating the
relationship between social media marketing and business growth, this research aims to provide
valuable insights for policymakers, business leaders, and marketing professionals who are committed
to optimizing their strategies and resources for economic advancement.

Numerous global studies have explored the impact of social media marketing on business growth,
adding to the existing body of knowledge. For example, Smith et al. (2019) conducted a
comprehensive analysis of social media marketing strategies employed by multinational corporations
and their influence on market share and profitability. Chen and Wang (2020) examined the role of
social media engagement and user-generated content in driving brand loyalty and customer
retention. Lee and Kim (2021) investigated the effects of influencer marketing on consumer behavior
and purchase intentions. These studies, along with others, have provided valuable insights, but there
is still a need for further research to fully understand the complexities and nuances of the
relationship between social media marketing and business growth.

In the Kenyan context, there is a dearth of local studies that explore the impact of social media
marketing on business growth. Despite the rapid adoption of social media platforms in Kenya, limited
research has been conducted on the effectiveness of social media marketing in driving business
growth. Local studies such as Mwachiro et al. (2018) examined the use of social media by small and
medium enterprises (SMEs) in Kenya and its influence on customer acquisition and retention. Otieno
and Muturi (2020) investigated the challenges faced by Kenyan businesses in implementing
successful social media marketing campaigns. While these studies provide initial insights, further
research is necessary to understand the extent of the relationship between social media marketing
and business growth within the Kenyan business landscape.

Therefore, the current study seeks to answer the following questions: To what extent does social
media marketing contribute to business growth? What is the relationship between variables such as
social media engagement, content strategy, influencer marketing, and customer relationship
management in driving business growth? What are the challenges faced by businesses in leveraging
social media marketing for business growth? The research objectives are to examine the impact of
social media marketing on business growth, identify the key variables and mechanisms involved, and
explore the challenges faced by businesses in implementing effective social media marketing
strategies. By addressing these questions and objectives, this research aims to provide actionable
insights for businesses in Kenya and contribute to the broader understanding of social media
marketing's role in business growth.