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@article{197213,
        author = {Dr. K. Murugan and M Nithyalakshmi},
        title = {Digital Marketing as a Growth Catalyst for Start-Ups in Chennai: An Empirical Study},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {7267-7271},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197213},
        abstract = {The digital revolution has fundamentally altered the business environment, offering unprecedented opportunities for start-ups to establish and expand their market presence with limited resources. This study investigates the role of digital marketing in facilitating the growth of start-ups in Chennai, Tamil Nadu — one of India's most vibrant entrepreneurial hubs. Using a structured questionnaire administered to 80 start-up founders and marketing managers, the study examines how tools such as social media marketing, search engine optimisation (SEO), content marketing, and email campaigns contribute to brand awareness, customer acquisition, and revenue generation. Findings reveal that over 90% of respondents consider social media marketing highly effective in enhancing brand visibility, while 87.5% affirm its cost advantage over traditional marketing. The study also identifies key challenges including digital literacy gaps, resource constraints, and platform algorithm volatility. Recommendations are provided for both practitioners and policymakers to leverage digital marketing for sustainable start-up growth.},
        keywords = {Digital Marketing, Start-Ups, Chennai, Social Media, Brand Awareness, Entrepreneurship, SEO},
        month = {April},
        }