The Role of Social Media in Digital Marketing: Effects, Strategies, and Future Research Directions
DOI:
https://doi.org/10.71222/5gbs9n16Keywords:
digital marketing, social media, literature reviewAbstract
Social media has revolutionized communication by enabling rapid sharing and interaction, while simultaneously fostering personal and community online identities. It has the potential to reach vast audiences, effectively promoting brands, products, and services, attracting potential customers, and driving sales. Moreover, social media accelerates changes in the shared environment between businesses and consumers, influencing market behavior. Through a literature review integrated with the digital marketing research framework, this study categorizes and synthesizes key findings from existing research. It identifies critical touchpoints where social media exerts or could exert a significant influence on marketing processes and strategies. The study also outlines the evolving role of social media in digital marketing and suggests directions for future research in this field.
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