Examining the Role of Advertising to Promote a Startup Business

Abstract

Startups are newly established businesses in the early stages of development, often founded with innovative ideas, products, or services. They operate with limited resources and a small team, focusing on efficiency and creativity. Startups aim for rapid growth and expansion, often capturing a significant market share. They are risky ventures, operating in an uncertain environment. Startups may seek external funding, market validation, an iterative approach, exit strategy, ecosystem, and legal structure. They play a significant role in driving innovation, creating jobs, and contributing to economic growth, often associated with technology but emerging in various industries. This research study is qualitative in nature and methodology used for this study is systematic literature review (SALSA technique). This review article investigates the critical function of advertising in supporting startups. A startup's marketing plan must include advertising since it has an impact on brand recognition, customer growth, and overall success. This study covers numerous facets of advertising, including its influence on brand identification, consumer engagement, and financial performance, through a thorough examination of the current research. It also explores the role of social media advertising and digital marketing in the current startup ecosystem. The paper also covers the difficulties and moral issues that arise while advertising startups. It seeks to present a thorough overview of the diverse function of advertising in the growth and sustainability of startups by combining and critically assessing research findings.