Year: 2024
Type: article
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.
Source: Financial economics insights.
DOI: 10.70088/45da7c55
Author: Kexue Yan
Institution: Rajamangala University of Technology Phra Nakhon
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403592306