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Abstract

The title of this thesis is “Electronic Commerce and Social Media
Marketing Impact on SMEs in Yangon, Myanmar.” The motivation for this
research comes from the growing importance of digital tools in business and my personal interest as someone who plans to start a small online business. As a digital content creator and a micro influencer, I have experienced how powerful social media can be for connecting with audiences. This inspired me to explore how small and medium-sized enterprises (SMEs) in Yangon are adapting to the digital shift. As
technology continues to evolve, many SMEs face challenges in adopting electronic commerce and using social media effectively, especially with limited resources and digital knowledge. However, these tools also offer great opportunities to reach new customers, improve marketing strategies, and grow their businesses

This study investigates how e-commerce and social media marketing influence the performance and growth of SMEs in Yangon. It focuses on identifying key factors such as online presence, customer engagement, ease of digital transactions, advertising through social platforms, and the trust and credibility built through digital communication. Understanding these elements is important for SMEs to compete in today’s fast-changing market.

A quantitative research approach was used, and data were collected through structured questionnaires distributed to SME owners and managers in Yangon. Regression analysis was applied to examine which digital marketing and e-commerce practices have the most significant impact on business success. The findings show that businesses that actively use social media for customer interaction and promotions tend to experience higher engagement, brand visibility, and sales performance. Similarly, SMEs that invest in user-friendly e-commerce platforms are more likely to see improvements in customer satisfaction and operational efficiency. The results are in line with previous studies, highlighting that digital tools, when used effectively, can bring strong benefits even to small businesses.

Author: NANG CHO