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International Journal of Management and Business Development

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A Multidimensional Analysis Model of Social Media Utilization and Product Innovation Strategies in Enhancing Business Growth and Competitive Advantage: Evidence from a Case Study

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Dr. Khalid Al-Farisi 1 , Dr. Noura Al-Qahtani 1 ,
4 College of Engineering King Saud University, Riyadh, Saudi Arabia
4 Faculty of Business Administration King Abdulaziz University, Jeddah, Saudi Arabia

Abstract

The rapid integration of social media platforms and product innovation strategies has fundamentally transformed contemporary business ecosystems, particularly for micro, small, and medium enterprises (MSMEs). This study develops a multidimensional analysis model to examine how social media utilization and product innovation collectively influence business growth and competitive advantage. Drawing upon a case study-based analytical approach, the research synthesizes theoretical and empirical insights from existing literature to construct a structured framework that links digital engagement, innovation capability, and performance outcomes.

The study highlights that social media functions not only as a communication and marketing tool but also as a strategic resource for customer engagement, market intelligence, and brand positioning. Simultaneously, product innovation emerges as a key driver of differentiation and value creation in highly competitive markets. The integration of both dimensions provides a synergistic effect that enhances operational efficiency, market responsiveness, and long-term sustainability.

Methodologically, this research adopts a qualitative case study design supported by secondary data synthesis from prior studies. The findings indicate that businesses leveraging both social media strategies and product innovation exhibit stronger adaptability and competitive positioning. The study also identifies key constraints such as digital literacy gaps, resource limitations, and inconsistent innovation processes.

Overall, the proposed multidimensional model contributes to understanding the interconnected role of digital transformation and innovation in business development, offering practical implications for entrepreneurs and policymakers.

Keywords

Social Media Utilization, Product Innovation, Business Growth, Competitive Advantage

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