The Application of Social Media in Digital Marketing

Kexue Yan

Financial Economics Insights, 2024, vol. 1, issue 1, 25-33

Abstract: Social media can quickly share and communicate while building personal and community online identities and interactive platforms. It can reach almost everyone and effectively pro-mote brands, products, and services, attract potential customers, and encourage sales. It accelerates changes in the environment shared by enterprises and consumers and shapes market behavior. Through a literature review combined with the digital marketing research framework, we classify and synthesize the relevant literature research results, analyze the critical touch points where social media has or may have a significant impact on the marketing process and marketing strategy, and propose the role of social media in the field of digital marketing—existing future research directions.

Keywords: social media; digital marketing; literature review (search for similar items in EconPapers)
Date: 2024
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