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Journal articles on the topic 'Role of social media marketing'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

Tirta Mulyadi, Kadeni Kadeni, Susatyo Adhi Pramono, Yuliana Yuliana, and Luckhy Natalia Anastasye Lotte. "Social Media Marketing Role In MSMEs." NUSANTARA Jurnal Pengabdian Kepada Masyarakat 3, no. 4 (2023): 104–11. http://dx.doi.org/10.55606/nusantara.v3i4.1880.

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This service activity attempts to reach out to business actors who are interested in using digital marketing approaches. The service activity was attended by 25 members of the Cibiru Village Tofu business in Bandung. The implementation of activities is divided into two activity steps: socialisation and demonstration. The first step is to educate people about the importance of the internet in boosting the economy in the home industry. The second is an example of how to create a product marketing innovation using social media that can be applied immediately to all participants in the socialisati

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Gshayyish, Ahmed Mankhi. "Influence of Social Media Marketing on Purchasing Decision." FRONTLINE MARKETING, MANAGEMENT AND ECONOMICS JOURNAL 5, no. 1 (2025): 5–14. https://doi.org/10.37547/marketing-fmmej-05-01-02.

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The present study seeks to investigate the influence of social media on purchasing decision-making, as understanding the role of social media in the context of marketing is extremely important for researchers, companies, and customers alike. Social media platforms play an increasingly significant role in shaping customers' purchasing decisions, as they provide customers with access to information about products and services, the ability to share their experiences with others, and direct communication with brands. The data were analyzed using statistical software SPSS v.26 and AMOS v.26. The fi

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Salhab, Hanadi. "Social media marketing—Rise of social media influencer marketing and Instagram." Journal of Infrastructure, Policy and Development 8, no. 8 (2024): 3783. http://dx.doi.org/10.24294/jipd.v8i8.3783.

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This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were

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Ahmed, Ikran, Clare Elias, and Dr Santosh Kumar. "Role of Social Media Marketing in Business." International Journal for Research in Applied Science and Engineering Technology 13, no. 4 (2025): 5274–81. https://doi.org/10.22214/ijraset.2025.69484.

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Abstract: The key role of the presentation is to highlight the role of social media marketing in the current dynamic digital landscape emphasizing on the power of social media to connect different businesses with the diverse customer range by understanding audience behaviour, creating compelling contents and so on. By exploiting the potential of social media, businesses can successfully increase their demand and achieve a steady growth in the increasing competitive market environment.

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Hakro, Jameel Ahmed Khan, Salar Hussain Shah, Ghalib Ahmed, and Raja Sajid Hussain. "Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students." Journal of Business and Social Review in Emerging Economies 9, no. 3 (2023): 203–16. http://dx.doi.org/10.26710/jbsee.v9i3.2700.

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Purpose: This study focuses on the topic of social media marketing's impact on consumer purchasing intentions and how it is exacerbated by consumer engagement as a mediating factor. Methodology: The study analyzes the data gathered from 150 active respondents of social media marketing platforms in SZABIST Larkana Campus, results were analyzed and generated by using ANOVA and various other analysis tools. Findings: Findings demonstrate the efficiency of social media marketing as well as how customer interaction affects decision-making. In the context of the SZABIST Larkana Campus, w

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Madan, Rohan. "Role of Social Media Sites in Recent Era." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50812.

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This research paper explores the dynamic and multifaceted impact of social media sites in the modern era. It investigates how these platforms influence personal relationships, professional networking, business marketing, information dissemination, and societal norms. Employing a mixed-methods approach, the study provides a comprehensive analysis of user behavior, platform evolution, and the social consequences of digital interaction. Key theoretical frameworks such as Social Network Theory, Communication Theory, and the Technology Acceptance Model underpin the analysis. The paper concludes wit

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Nikita, Maheshwari, and Namrata Khemraj Yadav Dr. "Role of Social Media Marketing towards Consumer Buying Behavior." Journal of Scientific and Engineering Research 10, no. 12s (2023): 1–6. https://doi.org/10.5281/zenodo.10466573.

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<strong>Abstract </strong>Over a decade social media has appeared as an emerging platform in the field of Marketing. For marketers, social media has become an effective mode to reach customers. This research shows the increasing role of social media marketing compared to offline or traditional media marketing. Using social media marketing the marketer can easily reach the consumers. Consumers can create brand awareness by influencing their behaviour. Marketers see social media as a modern way to build exposure for their brands. Social media marketing mainly depends on the following platforms:

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Radnan Kristiyono, Yokie, Hendrawan Supratikno, and Evo Sampetua Hariandja. "The role of social media marketing (SMM) in building frozen food brand loyalty." Innovative Marketing 19, no. 4 (2023): 173–86. http://dx.doi.org/10.21511/im.19(4).2023.14.

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Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer experience and brand loyalty. The focus is on the importance of the role of social media marketing for frozen food brands. The paper uses a descriptive research design and a quantitative approach where data were collected by distributing online questionnaires among frozen food consumers through Google Forms. The selected 250 respondents were locat

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Fahmi Al-Zyoud, Mohammad. "Social media marketing, functional branding strategy and intentional branding." Problems and Perspectives in Management 16, no. 3 (2018): 102–16. http://dx.doi.org/10.21511/ppm.16(3).2018.09.

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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship bet

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Kumari, Ms Priyanka. "“Impact of Social Media Marketing”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49873.

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ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E-commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data w

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Kaif, Mohd. "“Impact of Social Media Marketing”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50444.

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ABSTRACT In the digital age, social media marketing (SMM) has emerged as a powerful tool that enables businesses to engage consumers, build brand identity, and drive sales. This study explores the impact of social media marketing on consumer engagement and business performance within three key business domains: E- commerce, Fast-Moving Consumer Goods (FMCG), and Startups. The research aims to evaluate the strategic role of SMM by comparing practices, challenges, and outcomes across these sectors. A mixed-methods approach was adopted, including a primary survey of 150 consumers. Secondary data

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Sharma, Ms Shweta. "An Exploratory Study on the Use of Social Media for Social Marketing." International Research Journal of Management, IT & Social Sciences 1, no. 1 (2014): 8. http://dx.doi.org/10.21744/irjmis.v1i1.48.

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Social media refers to the online media that allows multi-directional conversations and real time interactions such as social networking sites (SNS), blogs, discussions forums, content sharing, social bookmarks, wikis etc. Over the last decade, social media marketing has become a key focus area for both marketing practitioners and researchers. This paper focuses on the impact of social media in the domain of social marketing. For this study, we consider previous academic research in the area of social media and social marketing published in eminent research journals and management. After creat

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Ali, Imran, and Mohammad Naushad. "Examining the influence of social media marketing on purchase intention: The mediating role of brand image." Innovative Marketing 19, no. 4 (2023): 145–57. http://dx.doi.org/10.21511/im.19(4).2023.12.

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Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unra

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Kočišová, Lucia, and Peter Štarchoň. "The role of marketing metrics in social media: A comprehensive analysis." Marketing Science & Inspirations 18, no. 2 (2023): 40–49. http://dx.doi.org/10.46286/msi.2023.18.2.4.

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In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced cust

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Bang, Hae‐Kyong. "Misplaced marketing Misplacing the media role in social marketing public health." Journal of Consumer Marketing 17, no. 6 (2000): 479–80. http://dx.doi.org/10.1108/07363760010349902.

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Siji, Smitha. "Social Commerce of Indian Customers : Role of Social Media Usage." Indian Journal of Marketing 51, no. 8 (2021): 26. http://dx.doi.org/10.17010/ijom/2021/v51/i8/165760.

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Lubis, Etrie Septiani, and Slamet Widodo. "The Role of Digital Marketing in International Marketing." Sinergi International Journal of Economics 2, no. 1 (2024): 25–37. http://dx.doi.org/10.61194/economics.v2i1.209.

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This research explores the role of digital marketing in international marketing, focusing on effective strategies, challenges, and methods of measuring success. Using a qualitative approach with literature studies from credible sources such as scientific journals, news articles, and official company websites, the data was analyzed descriptively qualitatively. The results show that digital marketing allows companies to reach global audiences more efficiently through SEO, social media, email marketing, and PPC. Challenges faced include differences in culture, language, regulations, and consumer

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Yadav, Anmol. "The Role of Social Media Marketing in Driving Sales Growth." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem42679.

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Social media marketing (SMM) has emerged as a powerful tool in modern business strategies, significantly influencing brand engagement and sales growth. This study explores the impact of various SMM techniques—including influencer marketing, content marketing, paid advertising, and customer engagement—on sales performance. By analyzing survey data from 200 respondents and case studies of leading brands such as Tesla and Nike, this research establishes a strong correlation between social media activity and revenue generation. Statistical analysis using SPSS confirms that customer interaction on

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Naskar, Partha, Biki Digar, Samadrita Ghosh, and Pitu Kundu. "Determining Interconnecting Role of Social Media Marketing Strategies: A Young Population Study." International Journal of Marketing and Business Communication 14, no. 1 (2025): 15–30. https://doi.org/10.21863/ijmbc/2025.14.1.002.

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In the rapidly evolving digitalised era organisations and businesses are proactively adopting technological developments and innovative relationships in the marketing sphere. The literature of the study revolves around the key aspects of e-marketing strategies and customer loyalty, marketing influencers in social network, digital marketing and buyer’s behaviour of youth, social media campaign in customer buying pattern, social media network and viral marketing for reinventing effective marketing strategies in the marketing arena. The paper focuses to gauge the impact of social media marketing

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Hammad Zafar, Fakhre Alam Siddiqui, and Muhammad Noman Kaleem. "Exploring Customer Behavior in Response to Social Media Marketing: The Role of Social Media Strategies and Customer Experience." Critical Review of Social Sciences Studies 3, no. 1 (2025): 525–37. https://doi.org/10.59075/bw14mt75.

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Social media marketing trends have increased with time because people intend to spend more time on digital platforms as compared to traditional ones. The study aimed to review the customer behavior as a result of Social Media Marketing by analyzing the use of Social Media Marketing Processes to enhance the Customer Experience. The study has applied a primary quantitative method using Google survey form with the help of 100 samples as respondents from the relevant field. The data has been collected with the help of Google survey however it has been analyzed with the support of PLS smart softwar

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Xie, Yushi. "Analysis of the Role of Social Media in Film Marketing." Communications in Humanities Research 12, no. 1 (2023): 189–97. http://dx.doi.org/10.54254/2753-7064/12/20230104.

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The significance of social media has become an essential marketing medium for attracting and retaining customers. Social media enables users to connect and interact more frequently and closely than traditional media. The data produced by users deliver invaluable resources to boost marketing outcomes. Therefore, social media marketing has become the first choice in marketing. Among many marketing strategies, online word-of-mouth has gradually become essential to consumers' brand recognition and purchasing power. This online marketing strategy plays a substantial role in the film industry. A mov

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Patil, Pooja D., Yamini Bisht, Sachin Napate, Prince Kailash Kansara, and Naman Patil. "THE ROLE OF SOCIAL MEDIA MARKETING IN THE HYBRID BUSINESS MODEL: STRATEGIES FOR SUCCESS." ShodhKosh: Journal of Visual and Performing Arts 5, no. 1NCJCFPC (2024): 63–67. http://dx.doi.org/10.29121/shodhkosh.v5.i1ncjcfpc.2024.2452.

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Businesses of all sizes may efficiently contact prospects and consumers with social media marketing. Brands may be found, learned about, followed, and purchased from on social media; if your company isn't present on sites like Facebook, Instagram, and LinkedIn, you're losing out! Excellent social media marketing may boost your company's performance tremendously, develop devoted brand evangelists, and even produce leads and sales. A type of digital marketing known as "social media marketing" uses the influence of well-known social media platforms to further your branding and marketing objective

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Zafar, Abaid Ullah, Jie Shen, Muhammad Ashfaq, and Mohsin Shahzad. "Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness." Journal of Retailing and Consumer Services 63 (November 2021): 102751. http://dx.doi.org/10.1016/j.jretconser.2021.102751.

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Qin, Yufan Sunny. "Fostering brand–consumer interactions in social media: the role of social media uses and gratifications." Journal of Research in Interactive Marketing 14, no. 3 (2020): 337–54. http://dx.doi.org/10.1108/jrim-08-2019-0138.

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Purpose An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using social media in general influence their potential brand–consumer interactions and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media. Design/methodology/approach An online sur

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Tangatarova Shahrizada. "THE ROLE OF SOCIAL MEDIA MARKETING AND BRAND MANAGEMENT IN GLOBAL MARKETING." Sciental Journal of Education Humanities and Social Sciences 3, no. 6 (2025): 21–23. https://doi.org/10.62536/sjehss.2025.v3.i6.pp21-23.

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In the age of globalization, businesses strive to establish strong brand identities and connect with consumers across borders. Social media marketing and brand management have become central to these efforts. This paper explores the interconnected roles of social media marketing and brand management in global marketing strategies. It examines how companies use social media platforms to build, manage, and sustain brand equity while engaging with international audiences. The study reviews relevant literature and presents a critical analysis of how these tools drive consumer loyalty, cultural ada

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KUMAR, SANU. "Role of Social Media Marketing in the Growth of Online Startups." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49844.

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Abstract: The burgeoning landscape of online startups thrives on the dynamic capabilities of social media marketing (SMM). This in-depth research delves into the transformative power of social media platforms, exploring how they propel the success of online ventures. Through a meticulous review of relevant literature and compelling case studies, the report sheds light on how strategic SMM empowers startups to achieve critical objectives. Key findings illuminate how effective social media use fosters brand awareness, cultivates a loyal customer base, and facilitates cost-effective market penetr

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Anand, Aditya. "Role of Social Media Marketing in the Growth of Online Startups." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49658.

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Abstract: The burgeoning landscape of online startups thrives on the dynamic capabilities of social media marketing (SMM). This in-depth research delves into the transformative power of social media platforms, exploring how they propel the success of online ventures. Through a meticulous review of relevant literature and compelling case studies, the report sheds light on how strategic SMM empowers startups to achieve critical objectives. Key findings illuminate how effective social media use fosters brand awareness, cultivates a loyal customer base, and facilitates cost-effective market penetr

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Jha, Hitesh Chandra. "Role of Social Media Marketing in the Growth of Online Startups." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49993.

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Abstract: The burgeoning landscape of online startups thrives on the dynamic capabilities of social media marketing (SMM). This in-depth research delves into the transformative power of social media platforms, exploring how they propel the success of online ventures. Through a meticulous review of relevant literature and compelling case studies, the report sheds light on how strategic SMM empowers startups to achieve critical objectives. Key findings illuminate how effective social media use fosters brand awareness, cultivates a loyal customer base, and facilitates cost-effective market penetr

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Kumar, Abhijeet. "Role of Social Media Marketing in the Growth of Online Startups." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50158.

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Abstract: The burgeoning landscape of online startups thrives on the dynamic capabilities of social media marketing (SMM). This in-depth research delves into the transformative power of social media platforms, exploring how they propel the success of online ventures. Through a meticulous review of relevant literature and compelling case studies, the report sheds light on how strategic SMM empowers startups to achieve critical objectives. Key findings illuminate how effective social media use fosters brand awareness, cultivates a loyal customer base, and facilitates cost-effective market penetr

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Dheerika Sharma, Dr. Deepika Saraf, and Manzoor Ahmad Dar. "Digital Marketing: Role of Modern Marketing Techniques in Building Brand Awareness." INTERNATIONAL JOURNAL OF RESEARCH AND ANALYTICAL REVIEWS 10, no. 04 (2023): 1–5. http://dx.doi.org/10.56975/4snm9d58.

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With the advent of the Internet, the term Digital Marketing has come into existence. Various techniques of digital marketing have transformed the world of marketing for the better. This study aims to understand the concept of digital marketing and its various techniques and tries to find out the best technique of digital marketing for building brand awareness. The sample of sixty respondents (Millennials and Generation Z) has been taken into consideration. The findings show that social media marketing is the best digital marketing tool to target the youth and Instagram is considered the best s

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Shihab, Muchsin Saggaff, and Ignasius Heri Satrya Wangsa. "SME’s Go Green: The Moderating Role of Social Media Marketing." International Journal of Religion 5, no. 10 (2024): 3621–34. http://dx.doi.org/10.61707/k9efyv71.

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SMEs have a strategic role as pillars of the national economy. In fact, the development of SME business capabilities is still limited, especially in responding to the present era of global green norms. This research aims to investigate the transformation of SME’s challenges into opportunities in the context of the era of green global norms ie. the impact of environmental strategy on green marketing performance moderated by social media marketing strategies. A quantitative approach was employed in this study. Using the purposive sampling technique, a total of 171 SME managers were obtained. Dat

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KONOPLIANNYKOVA, Marianna. "Influence marketing in social media." Scientia fructuosa 154, no. 2 (2024): 118–44. http://dx.doi.org/10.31617/1.2024(154)07.

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This article aims to comprehensively explore the evolving landscape of influence marketing, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence marketing serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such a

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Hu, Tung-Lai, Chuang-Min Chao, and Chia-Hung Lin. "The Role of Social Media Marketing in Green Product Repurchase Intention." Sustainability 16, no. 14 (2024): 5916. http://dx.doi.org/10.3390/su16145916.

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This study explores the impact of social media marketing activities and ESG green brand involvement on the repurchase intention of green products among members of Taiwan’s green product social media groups. Using the Theory of Reasoned Action, the study employs a quantitative approach, collecting data through an online survey from 438 valid responses. Structural equation modeling (SEM) was applied to analyze the relationships between social media marketing activities (independent variable), green values, environmental concerns, brand image, and brand involvement (mediating variables), and repu

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Rahmaniyati, Anes Sintya, Rifqy Roosdhani, and Ali Ali. "The Role of Social Media Engagement Mediation in The Influence of Social Media Marketing Activity on Purchase Decisions." Journal of Social Science and Education Research 1, no. 4 (2024): 218–32. https://doi.org/10.59613/yrdbtm90.

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This study examines the role of social media engagement mediation on the influence of social media marketing activities on purchasing decisions at My Fodee Shop. The results of the study show that social media marketing activities have a positive and significant effect on purchase decisions. In addition, in the variable Social Media Marketing Activity, there is a stronger positive and significant influence on purchasing decisions through the mediation of Social Media Engagement.

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Faradila, Ade Putri, and Yolanda Masnita Siagian. "The Mediating Role of Multidimensional Customer Brand Engagement on Brand Loyalty." Jurnal Ilmiah Manajemen Kesatuan 12, no. 3 (2024): 815–24. http://dx.doi.org/10.37641/jimkes.v12i3.2614.

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This study aims to analyze the influence of social media marketing efforts on brand loyalty, mediated by the multidimensional customer brand engagement in airlines in Indonesia. The object of this research is national airlines, with the population comprising respondents who follow or have interacted (such as liking, commenting, and sharing) with the social media accounts of national airlines at least once in the last 30 days. The sample used consists of 220 respondents. The analysis employed is SEM with the help of SPSS and AMOS version 23 software. The results of this study indicate that soci

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Kudeshia, Chetna, and Arun Mittal. "Social Media." International Journal of Online Marketing 5, no. 2 (2015): 37–57. http://dx.doi.org/10.4018/ijom.2015040103.

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From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular

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Singh, Suraj. "To Understand the Meaning of Social Media Marketing and the Factors that Influence Social Media Marketing." International Journal of Research and Innovation in Social Science IX, no. II (2025): 1427–37. https://doi.org/10.47772/ijriss.2025.9020116.

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This paper explores the concept of social media marketing and identifies the key factors influencing its effectiveness. Social media has become an integral part of contemporary marketing strategies, offering businesses new ways to connect with consumers, build brand awareness, and drive engagement. Through a review of existing literature, this study examines the role of various factors, including audience behavior, platform algorithms, content strategy, and the impact of social influence, in shaping the success of social media marketing efforts. The findings highlight the dynamic nature of soc

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Yadav, Vikas. "Social Media Manager." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45143.

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In an era marked by rapid digital transformations and the evolution of communication channels, social media has become the cornerstone of modern marketing strategies. This paper introduces a pioneering Social Media Manager system that integrates content scheduling, real-time analytics, and multi-platform account management into a unified, data-driven interface. Developed using web technologies and robust API integration, the proposed solution empowers brands and digital marketers to streamline their online presence, optimize content delivery, and foster strategic audience engagement. The syste

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Xiao, Tingyu. "Optimizing the Marketing Strategies Through Social Media Marketing Analysis." Journal of Education, Humanities and Social Sciences 16 (July 2, 2023): 116–22. http://dx.doi.org/10.54097/ehss.v16i.9524.

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Social Media Marketing (SMM), which refers to the use of social media as a branding strategy, is one of the most prominent study subjects in consumer marketing. Some scholars have studied the development of SMM strategies, but there is a lack of uniformity in the interpretation of the two-sided impact of SMM on brands and consumers, and the coping approaches to negative effects are controversial. This paper analyses the basis of consumer buying behaviour in identifying brand marketing in SMM, discusses the influence of influencer marketing in SMM and suggests the role of SMM in building brand

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Liu, Sijin. "The Role and Impact of Social Media Platforms in Digital Marketing Strategies." Modern Economics & Management Forum 5, no. 3 (2024): 469. http://dx.doi.org/10.32629/memf.v5i3.2363.

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This article explores the indispensable role of social media in digital marketing strategies and its profound impact on marketing outcomes through in-depth analysis. We have thoroughly analyzed the unique characteristics and functions of social media, and elaborated on its decisive role in brand positioning, expanding market reach paths, and refining customer relationship management. Through case studies and precise data support, we have revealed the significant contribution of social media in optimizing marketing effectiveness, reducing marketing costs, and stimulating user engagement. In add

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Rahmatullayeva, Pokiza, and Ashurbayev Omar. "THE ROLE OF SOCIAL MEDIA IN MODERN MARKETING STRATEGIES." Multidisciplinary Journal of Science and Technology 4, no. 12 (2024): 953–63. https://doi.org/10.5281/zenodo.14564699.

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Social media has undeniably emerged as a critical tool in the current and future marketing mix, changing the way organizations, and firms communicate with their target consumers, create product imagery, and facilitate consumption. This comes in handy in outlining the suitable topic of this article; the use of social media in modern marketing: advantages, disadvantages, and recommendations. The survey and secondary research analysis of the social media platforms underscore some important find out in relation to the use of social media by different businesses and corridors of success or failure.

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Parker, Janna M., Shelly Marasi, Kevin W. James, and Alison Wall. "Should employees be “dooced” for a social media post? The role of social media marketing governance." Journal of Business Research 103 (October 2019): 1–9. http://dx.doi.org/10.1016/j.jbusres.2019.05.027.

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Oki Saputra and Andi Azhar. "ANALYSIS OF THE ROLE OF SOCIAL MEDIA IN BRAND MANAGEMENT AND MARKETING." Pedagogic Research-Applied Literacy Journal 2, no. 1 (2025): 232–37. https://doi.org/10.70574/tdbrer63.

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The use of social media in brand management and marketing has become increasingly important, but companies face several challenges in maximizing the potential of social media. Key issues include the need to create relevant and engaging content, overcome content fatigue, respond to algorithm changes, and proactively manage brand reputation. This study aims to explore various aspects related to the use of social media in brand management and marketing. Using a qualitative approach and case studies of several brands that actively use social media, this study investigates the role of social media

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Constantinides, Efthymios, and Marc C. Zinck Stagno. "Higher Education Marketing." International Journal of Technology and Educational Marketing 2, no. 1 (2012): 41–58. http://dx.doi.org/10.4018/ijtem.2012010104.

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The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of soc

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Altwaijri, Ahmad Saleh. "Corporate social responsibility and its role in the impact of marketing tools on strategic marketing." Journal of Project Management 10, no. 2 (2025): 367–74. https://doi.org/10.5267/j.jpm.2025.1.003.

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This paper aims to examine the role of CSR in the impact of two marketing tools (social media and CRM) on two dimensions of strategic marketing (innovation orientation and marketing capabilities). Gathering data from a sample of managers and employees in service firms using a questionnaire, it was found that both marketing capabilities and innovation orientation are positively related to social media and CRM. However, CSR mediates only the impact of social media on marketing capabilities and the impact of CRM on marketing capabilities. There was no significant mediating role of CSR in the effe

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Kai, Yuan, and Manuelita G. Valencia. "The Role of Social Network Marketing on Consumer Engagement and Purchase Intention: A Review." International Journal of Global Economics and Management 4, no. 1 (2024): 149–56. http://dx.doi.org/10.62051/ijgem.v4n1.21.

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This paper explores the influence of social network marketing on consumer engagement and purchase intentions. As a vital component of modern marketing, social network marketing leverages social media platforms to promote products and services, becoming a primary strategy for businesses to attract and interact with consumers. Through a literature review and case studies, this paper delves into the mechanisms by which social network marketing enhances consumer engagement, including the roles of social interaction, user-generated content, and social proof. Additionally, it examines how personaliz

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Singh, Dr Manish. "Role of Social Media Advertising for Small Businesses." International Journal of Pharmaceutical Research and Applications 10, no. 3 (2025): 1853–57. https://doi.org/10.35629/4494-100318531857.

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Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. People discover, learn about, follow, and shop from brands on social media, so if you’re not on platforms like Facebook, Instagram, and LinkedIn, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.Social media has revolutionized the way businesses connect with their target audience. It has become an indispensable tool for marketers seeking to build brand awareness, engage with cus

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Rihan Hafizni, Ratni Prima Lita, Yulia Hendri Yeni, and Syafrizal. "Enhancing MSMEs Business Performance Using Behavioral Intention and Use Social Media Marketing: The Moderating Role of Resistance to Change." Management Analysis Journal 13, no. 1 (2024): 50–58. https://doi.org/10.15294/maj.v13i1.1918.

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This study aims to enhancing msmes business performance using behavioral intention and use social media marketing with the moderating role of resistance to change. Social media marketing is a strategic factor in business performance. Behavioral intention and use social media marketing have received special attention in the context of use social media marketing due to its important role in enhancing business performance. This study used a survey method with 300 respondents. For analyzing the data using Smart-PLS (Partial Least Square) for Structural Equation Modelling (SEM). The results show th

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Wawrowski, Bartosz, and Iwona Otola. "Social Media Marketing in Creative Industries: How to Use Social Media Marketing to Promote Computer Games?" Information 11, no. 5 (2020): 242. http://dx.doi.org/10.3390/info11050242.

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Currently, almost every business entity has one or more social media accounts. This statement is true for companies operating in creative areas as well. Social media make it possible to perform widely understood marketing-oriented undertakings. They allow for toll-free presentation of a particular company, its history, products, achievements, as well as for encouraging prospective customers to visit its websites. Social media marketing plays an important role in the satisfactory advertising of creative brands, companies, and products. The aim of this article is to discuss the possibilities of

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Wibowo, Ardy, Shih-Chih Chen, Uraiporn Wiangin, Yin Ma, and Athapol Ruangkanjanases. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience." Sustainability 13, no. 1 (2020): 189. http://dx.doi.org/10.3390/su13010189.

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Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer

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