Digital Altruism: The Influence of Social Media Marketing on Social Entrepreneurship Success

Abstract

Social media has grown at a rapid pace and is now a new avenue providing social entrepreneurs with the resources of communication, community engagement, resource acquisition and social impact creation for sustainable business models. In this context, the present study aims to explore the impact of social media marketing on the success of social entrepreneurship, focusing on the novel phenomena of digital altruism. When it comes to the use of digital platforms to enhance collective welfare by raising awareness, involving communities, mobilizing resources and helping to support meaningful social action, we call this digital altruism. The study investigates how social media marketing strategies including storytelling, audience engagement, cause-related communication, influencer partnership, online campaign and community building help social enterprises to become more visible and credible, engage their audiences and be more sustainable. It also takes into account the importance of building trust, authenticity, digital engagement, and perceived social value to drive on-ground support for social entrepreneurial business. The paper follows a conceptual approach which draws from the body of literature on the topic of social entrepreneurship, digital marketing, social media engagement and prosocial behaviour. Based on the analysis, it is believed that if proper use of social media is done, it can increase the relationship between the social enterprise and the stakeholders by employing a mix of a marketing purpose and a social purpose in communicating content. The overpromotion, lack of transparency, misinformation and shallow interaction, however, can have the effect of decreasing the trust of stakeholders in the authenticity of the social projects. The study finds that digital altruism can prove to be a valuable tool in the strategy of social entrepreneurs when technological possibilities are combined with a real social engagement, communication transparency, and stakeholder involvement. The results offer valuable lessons for social entrepreneurs, digital marketers, policy makers, and community groups aiming to make use of social media for organizational development and social sustainability.