Year: 2025
Type: article
Abstract: Social media has significantly challenged traditional print and broadcast media by shifting viewership and readership. This change necessitates businesses to adapt by leveraging social media for innovative audience engagement. Social media offers new opportunities for competitive advantage but also poses challenges like misinformation and audience fragmentation. In higher education, social media is used as a cost-effective tool for marketing and branding, enhancing student engagement and decision-making (Maresova et al., 2020). While traditional media struggles with revenue and audience loss, it continues to provide curated content, complementing social media's diverse voices (Zachos et al., 2018). Overall, social media's rise has transformed media landscapes, requiring strategic adaptation for survival and success.
Author: Saima Zaigham
Institution: Beaconhouse National University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411915843