Abstract: In the modern era, social media is not only used for social interaction but also for doing business. Social media helps in increasing the connectivity of business with customers. The purpose of the study is to explore the role of social media in increasing business opportunities. This study is based on a descriptive research design. The researcher collected the data from different published sources such as Magazines, Websites, and research papers which were published in Scopus, UGC Care, and Google Scholar. Social media provides businesses with vast opportunities for marketing, brand building, and customer engagement. This study explored the relationship between social media and business opportunities. Through Facebook, Twitter, and LinkedIn, platforms companies get the benefit of reaching many consumers. The Findings of this study reveal that through social media businesses may experience higher brand visibility. Effective uses of social media help businesses increase customer engagement and global market reach, and positively impact sales of business. This study will be beneficial for businesses and marketers. They can expand their business through social media platforms. Businesses may timely understand the potential risk associated with negative feedback or public opinion on social media.

Keywords: Social Media, Business Opportunities, Market Expansion, Business Risk.

Cite:
Suraj Ranga, Pooja, "Navigating social media as a Catalyst for Business Innovation", IARJSET International Advanced Research Journal in Science, Engineering and Technology, vol. 11, no. 1, 2024, Crossref https://doi.org/10.17148/IARJSET.2024.11120.

| DOI: 10.17148/IARJSET.2024.11120