Research on Marketing and Communication on Social Media Platforms

Yueran Zhang ()
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Yueran Zhang: Grand High School

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 636-641 from Springer

Abstract: Abstract With the advancement of information technology, social media has become an essential part of human daily life. People’s leisure and entertainment activities have shifted from offline to online, and they prefer to seek brief moments of joy on social platforms. This paper primarily studies how to conduct marketing and communication on social media. Using the Teens in Times as a case study, it explores their marketing and communication strategies on social media platforms from their publicity development since their debut. The research reveals that different social media platforms have unique promotional characteristics, and designing corresponding marketing strategies can achieve better promotional outcomes.

Keywords: social media; marketing; platform communication (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-706-9_57

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DOI: 10.2991/978-94-6463-706-9_57

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