The Impact of Social Media Marketing on Startup Funding Success: The Mediating Effects of Brand Positioning and Investor Trust

This study has examined the impact of social media marketing on startup funding success, with particular attention to the mediating effects of brand positioning and investor trust. Through systematic review of existing literature, the study develops a conceptual framework that specifies how social media activities translate into funding outcomes through sequential mediation mechanisms. The findings suggest that social media marketing influences funding success through both direct pathways—enhancing visibility and reach—and indirect pathways—establishing brand positioning that builds investor trust. This integrated framework advances theoretical understanding by specifying the mechanisms through which social media activities influence investor behavior, and offers practical guidance for entrepreneurs seeking to leverage digital platforms for fundraising. As social media continues to transform entrepreneurial finance, understanding these mechanisms becomes increasingly important for both researchers and practitioners. Future research should empirically test the proposed propositions and investigate contextual factors that may moderate the relationships examined. By advancing knowledge in this domain, researchers can contribute to more effective and equitable access to capital for entrepreneurs worldwide.

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