Social Media and the Growth of E-commerce—Multiple Case Studies: MusaMakeup and CRU Ecoliving

In today's digital age, social media (SM) have emerged as a powerful force, transforming communication and social interactions on a global scale. At the same time, the fast growth of electronic commerce (EC) has revolutionized the way organizations operate and how consumers participate in online transactions. The integration of SM with EC has created a dynamic scenario that presents new opportunities and challenges for organizations seeking to take advantage of digital platforms to grow and succeed. This article aims to explore and analyze the impact of SM on EC by examining the multifaceted relationship between the two domains. By conducting multiple case studies of two Portuguese companies, using qualitative methodology with document analysis and structured interviews, we delved into the various ways in which SM influences and impacts on the overall growth of EC. This study aims to reveal strategic implications for organizations, providing recommendations for taking advantage of SM to optimize EC performance. Through a multidisciplinary approach, combining marketing, communication, and technology strategies, this article contributes to the existing body of knowledge, promoting a deeper understanding of the transformative role of social media in promoting EC growth.