Table 3. Results of qualitative findings... | Emerald Publishing

Table 3.

Results of qualitative findings

Key concept/theme (Description)	Supporting comments from respondents
SM usage (The extent and purpose of using SM in business)	“I mostly use WhatsApp for business, after WhatsApp I started using Facebook and Instagram, I made a Facebook page but I feel more comfortable on WhatsApp. I have made a WhatsApp group to share pictures of new designs so that interested people place orders easily” (Res.4, Age 39) “It has become very easy to make people aware of your new products on daily basis through social media so, I constantly keep in touch with distant customers” (Res.1, Age 33)
Customer engagement (The interactive co-creative relationship between buyer and seller)	“Customer engagement means constantly keeping in touch with customers by showing your presence on social media” (Res.3, Age 32) “Engagement refers to how you facilitate and respond to customers before, during, and after purchase and making stronger relationship with customers day by day” (Res.11. Age 32) “Understanding and meeting customer’s needs and demands, satisfying customers with quality products/services” (Res.4, Age 39)
Impact of social media on business performance (Assessing the financial and non-financial improvements in business after using SM)	“Frequent interactions with customers through SM help increase engagement which results in more number of likes, views and shares” (Res. 9, Age 47) “After using SM I have observed visible upsurge in sales. Through Facebook insights, number of page likes, views and repeat customers I came to know my business is performing better day by day” (Res. 5, Age 25)

Key concept/theme (Description)	Supporting comments from respondents
SM usage (The extent and purpose of using SM in business)	“I mostly use WhatsApp for business, after WhatsApp I started using Facebook and Instagram, I made a Facebook page but I feel more comfortable on WhatsApp. I have made a WhatsApp group to share pictures of new designs so that interested people place orders easily” (Res.4, Age 39)“It has become very easy to make people aware of your new products on daily basis through social media so, I constantly keep in touch with distant customers” (Res.1, Age 33)
Customer engagement (The interactive co-creative relationship between buyer and seller)	“Customer engagement means constantly keeping in touch with customers by showing your presence on social media” (Res.3, Age 32)“Engagement refers to how you facilitate and respond to customers before, during, and after purchase and making stronger relationship with customers day by day” (Res.11. Age 32)“Understanding and meeting customer’s needs and demands, satisfying customers with quality products/services” (Res.4, Age 39)
Impact of social media on business performance (Assessing the financial and non-financial improvements in business after using SM)	“Frequent interactions with customers through SM help increase engagement which results in more number of likes, views and shares” (Res. 9, Age 47)“After using SM I have observed visible upsurge in sales. Through Facebook insights, number of page likes, views and repeat customers I came to know my business is performing better day by day” (Res. 5, Age 25)