Abstract

This study examines the impact of Social Media Marketing (SMM) on the business performance of digipreneurs operating inCoimbatore District, Tamil Nadu. Using a structured questionnaire administered to 150 respondents, the study analyses therelationship between SMM practices and key performance indicators such as sales growth, customer reach, and brandawareness. Cross-tabulation analysis reveals significant associations between the frequency of social media usage, platformselection, and business outcomes. The findings confirm that Instagram and Facebook are the most preferred platforms, anddigipreneurs who engage in daily SMM activities report substantially higher business performance. The study concludes withactionable recommendations to enhance digital entrepreneurship in the region.