Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 23 , 13 September 2023
Open
Access | Article
Social Media Marketing Strategies
* Author to whom correspondence should be addressed.
Abstract
Social media marketing strategies contribute to increasing the brand awareness of businesses. However, they have not always fully exploited the creativity and innovative capacities of the strategy due to unawareness of the best tools to utilize in modern technology. Notably, some organizations also fail to recognize the benefits of social networks. The internet has exposed numerous opportunities, such as online marketing that utilizes advertisement mechanisms like the podcast, blogs, and social media to reach their target audiences. However, the internet allows users to interact and create communities, facilitating the exchange and discussion of knowledge. Famous social media networks include youtube, Facebook, and Twitter. However, the advancing social media development has contributed to the emergence of new platforms such as Tiktok. Analysts measure their popularity based on the level of activities the platform offers its users. As a result, modern social networks facilitate more effective than traditional networks since they promote global interactions by overcoming geographical barriers. Currently, only a few organizations use social networking in various sectors, but this literature identifies numerous strategies that every organization should utilize to promote its brand. This article intends to discuss the best social media marketing strategies, their benefits, and challenges and provide insights about the emerging trends and application of modern technology such as Artificial Intelligence (AI) and chatbots in marketing. The first part of the review introduces the topic, while the subsequent sections address the marketing strategies such as image appeal and content. The challenges section addresses the problems that accompany the strategies. The emerging technology and trends cover the modern aspects that dominate online marketing, such as chatbots, artificial intelligence, and short videos. The discussion relies on numerous relevant literature articles exploring the aforementioned social media marketing issues.
Keywords
artificial intelligence, chatbots, strategies, social media
References
1. Yılmaz, R., & Taskiran, N. O. (2015). A model for mind-device dialectic and the future of advertising in the Social Media Age. Handbook of Research on Effective Advertising Strategies in the Social Media Age, 1–16.https://doi.org/10.4018/978-1-4666-8125-5.ch001
2. Ibrahim, S., & Ganeshbabu, P. (2018). A Study on the Impact of Social Media Marketing Trends on Digital Marketing. Shanlax International Journal of Management, 6(1). https://doi.org/https://doi.org/10.5281/ zenodo.1461321
3. Johansson, Frida, and Miranda Hiltula. (2021). "The effect of social media marketing activities on brand image and brand loyalty”: A quantitative study within the sportswear industry.
4. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/mip-09-2018-0375
5. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science.
6. Hashaw. (2019). “The Effect of Celebrities in Advertisements.” Small Business - Chron.com, Chron.com, https://smallbusiness.chron.com/effect-celebrities-advertisements-56821.html.
7. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
8. Min, Jae Han Jay, et al. (2019). “The Effects of Celebrity-Brand Congruence and Publicity on Consumer Attitudes and Buying Behavior - Fashion and Textiles.”, https://fashionandtextiles.springeropen.com/articles/10.1186/s40691-018-0159-8.
9. Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399–407.
10. Sun, Yilin. (2022). "Understanding Social Media Marketing: The Value of Consumer Engagement." 6th International Seminar on Education, Management and Social Sciences. Atlantis Press.
11. Weerasinghe, K. P. W. D. R. (2019). "Impact of content marketing towards the customer online engagement." International Journal of Business, Economics, and Management 2.3: 217-2018.
12. Rugova, B., & Prenaj, B. (2016). Social media as marketing tool for SMEs: opportunities and challenges. Academic Journal of Business, Administration, Law and Social Sciences, 2(3).
13. SI, S. (2015). Social Media and its role in marketing. Business and Economics Journal, 07(01). https://doi.org/10.4172/2151-6219.1000203
14. Arca, C. (2012). Social Media Marketing benefits for businesses Why and how should every business create and develop its Social Media Sites? Aalborg University- Denmark.
15. Nadaraja, Rubathee, and Rashad Yazdanifard. (2013). "Social media marketing: advantages and disadvantages." Center of Southern New Hempshire University: 1-10.
16. Al-Mohammadi, R. A., & Gazzaz, H. (2020). Social Media Marketing- The Effectiveness and Challenges. European Journal of Economic and Financial Research, 4(3). https://doi.org/http://www.oapub.org/soc
17. Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (n.d.). Social Media Marketing and Advertising. Department of Business Systems and Management, University of Bedfordshire, UK.
18. Behera, Sumanta, and P. Balaji. (2019). "Social Media Marketing: Opportunities and Challenges." Int. J. Manag. Technol. Eng 9: 5637-5648.
19. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and Medium B2B Brands. Industrial Marketing Management, 40(7), 1153–1159. https://doi.org/10.1016/j.indmarman.2011.09.009
20. Domenico, G. D., Sit, J., Ishizaka, A., & Nunan, D. (2021). Fake news, social media and marketing: A systematic review. Journal of Business Research, 124, 329–341. https://doi.org/10.1016/j.jbusres.2020.11.037
21. Sadiku, M., et al. (2021). "Artificial Intelligence in Social Media." International Journal of Scientific Advances 2.1: 15-20.
22. Husain, S., Ghufran, A., & Chaubey, D. S. (2016). Relevance of Social Media in Marketing and Advertising.Splint International Journal, 3(7).
23. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
24. Nyagadza, B. (2020). Search engine marketing and Social Media Marketing Predictive Trends. Journal of Digital Media & Policy, 13(3). https://doi.org/10.1386/jdmp_00036_1
25. Khang, H., Ki, E.-J., & Ye, L. (2012). Social Media Research in advertising, communication, marketing, andPublic Relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279–298. https://doi.org/10.1177/1077699012439853
26. Araujo, Clarisse Jane, et al. (2022). "Influence of tiktok video advertisements on generation z’s behavior and purchase intention." International Journal of Social and Management Studies 3.2: 140-152.
27. West, Chloe. (2022). "Understanding Mobile Commerce: 2022 Stats and Trends." Shopify, www.shopify.com/blog/mobile-commercee.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-89-8
- ISBN (Online)
- 978-1-915371-90-4
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/23/20230353
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited