Marketing professionals are paying more and more attention to social media because it is among the most effective methods for communicating with customers about businesses. Despite its expanding significance, little investigation has looked at how social media marketing strategies affect consumers' awareness of the brand. In this study, a conceptual framework is proposed for analysing how social media marketing characteristics affect customer loyalty and perception across businesses with various levels of participation. Investigating the influence of organisational social media marketing for a start-up business is the goal of this study. Furthermore, the growth of different social platforms in recent years, people’s demands on different segments, and the effect of social media marketing on customers' choices have all been discussed in the study.