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The Application of Social Media in Digital Marketing

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  • Yan, Kexue

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.

Suggested Citation

  • Yan, Kexue, 2024. "The Application of Social Media in Digital Marketing," Financial Economics Insights, Scientific Open Access Publishing, vol. 1(1), pages 25-33.
    • Handle: RePEc:axf:feiaaa:v:1:y:2024:i:1:p:25-33
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