Abstract:        

The objective of this research was to examine the utilization of social media platforms by merchants for marketing their products, discern the primary sites utilized for marketing, and examine the obstacles they encounter while leveraging social media. To achieve this, a questionnaire was administered to a cohort of 30 clothing stores. The questionnaire comprised 10 paragraphs aimed at assessing the prevalence of social media usage among merchants for marketing purposes. According to the findings, an overwhelming majority of respondents (83.32%) expressed a favorable view of this approach. Facebook emerged as the top choice for marketing, with 80% of respondents using this platform, followed by Instagram (73.3%), Snapchat (53.3%), Twitter (0.0%), and other sites (13.3%). Most merchants (52%) reported possessing a moderate level of experience with social networking sites.