Exploring the Role of Social Media-Based Marketing Strategy

Akshita Tiwari (), Hare Krishna Chaudhary () and Malini Singh ()
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Akshita Tiwari: Amity University
Hare Krishna Chaudhary: Amity University
Malini Singh: Amity University

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 23-38 from Springer

Abstract: Abstract This chapter aims to explore the significant impact of social media on business practices, consumer engagement, and brand management. By examining how social media marketing has transformed traditional marketing methods, the chapter highlights the dynamic, interactive nature of social media and its influence on consumer behaviour and brand perception. The chapter begins by tracing the evolution of social media platforms and their increasing role in shaping the marketing landscape through theory synthesis method. It then shifts focus to the analysis of various social media-based marketing strategies, such as content marketing, influencer marketing, and targeted advertising. The chapter shows that social media marketing strategies, including content marketing, influencer marketing, and targeted advertising, have reshaped how businesses approach consumer engagement and brand management. However, the analysis also identifies several challenges within social media marketing. Ethical issues such as data privacy concerns, misinformation, and the impact of algorithmic biases present ongoing challenges for businesses and consumers alike. Maintaining transparency and integrity in social media marketing is essential to sustaining consumer trust. The findings of this chapter have several key implications for businesses and marketers. It emphasizes the importance of creativity, audience engagement, and timely execution in developing successful social media marketing campaigns. As the landscape continues to evolve, staying up-to-date with emerging trends and new platforms is essential for marketers to remain competitive. The increasing role of artificial intelligence in personalizing marketing efforts also highlights the need for businesses to adopt innovative technologies to enhance consumer targeting and engagement.

Keywords: Social media; Marketing; Content marketing; Marketing strategy; Business practices and consumer behaviour (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_2

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