THE ROLE OF SOCIAL MEDIA IN BUILDING BRAND IDENTITY AND AUDIENCE TARGETING

Mariana Marinova ()
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Mariana Marinova: University of Economics - Varna / Department of Informatics, Varna, Bulgaria

Conferences of the department Informatics, 2024, issue 1, 202-205

Abstract: Social media is a vital element of modern digital marketing, providing platforms for direct communication with consumers and opportunities to build brand identity. Through personalized content and targeted marketing campaigns, social networks like Facebook, Instagram, and TikTok enable companies to reach specific demographic and behavioral groups. This study examines key strategies for using social media to enhance brand awareness and drive engagement. By combining an analysis of metrics such as CTR, ROI, and conversions with case studies of successful campaigns, the research confirms the effectiveness of social media in fostering audience loyalty. Key findings highlight: The role of visual content and video formats in increasing engagement; The importance of targeted ads leveraging user behavior data; Challenges related to data privacy and adapting to platform algorithms; This article provides valuable recommendations for optimizing social media strategies, emphasizing the importance of an integrated approach for the sustainable growth of brands.

Keywords: Social media; brand identity; digital marketing; audience targeting; visual content; user engagement; targeted ads; personalized content (search for similar items in EconPapers)
JEL-codes: C8 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:katinf:y:2024:i:1:p:202-205

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