The Nexus Between Social Media Marketing, Consumer Behaviour, and Business Value: A Theoretical Review
DOI:
https://doi.org/10.56830/IJAMS04202502Keywords:
social media marketing, consumer behaviour, business valueAbstract
This paper aims to explore the ever-changing world of social media marketing (SMM) and its effects on both consumer behaviour and business value in the recent period. By analysing and reviewing a broad range of academic studies and scholars to explore how SMM impacts consumer decision-making, brand engagement, and purchasing habits as the main aspects of consumer behaviour. Also, investigated how businesses use social media marketing like Facebook, Instagram, Twitter, TikTok, and LinkedIn to improve brand equity, customer loyalty, and financial performance. Recognizing the rapid emergence of new platforms, technologies, and consumer trends, this review identifies key areas where further research is needed to fully understand the dynamic interplay between social media marketing, consumers, and business success
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