SOCIAL MEDIA MARKETING AS A DRIVER OF START-UP VISIBILITY: EVIDENCE FROM AGADIR, MOROCCO

Abstract

Abstract:

This study investigates the impact of social media marketing on the visibility of startups in Agadir. In a context where young companies face limited resources and intense competition, social media platforms serve as an important tool for raising awareness, interacting with customers, and strengthening their market presence. The research focuses on three dimensions of social media marketing: content quality, posting frequency, and customer interaction. A quantitative approach was adopted, based on a positivist perspective and hypothetical-deductive reasoning. The data were analyzed using the PLS-SEM method to evaluate the measurement model and test the proposed hypotheses. The results confirm the reliability and convergent validity of the constructs. The structural model shows that content quality, customer interaction, and posting frequency positively influence the visibility of startups. Content quality has the strongest effect, closely followed by customer interaction, while posting frequency has a more moderate effect. The results highlight the strategic role of social media in enhancing the visibility of startups within a local entrepreneurial context.

Keywords: Social media marketing; Startup visibility; Content quality; Customer interaction; Agadir.