Book Title: Innovations in Management: Emerging Trends and Practices
Editor: Dr. Dattatraya Pandurang Rane
ISBN: 978-81-987266-7-4
Chapter: 2
DOI: https://doi.org/10.59646/imC2/358
Author: Dr. Sanjit Kumar Dash, Professor & Director, Balaji Institute of Technology & Management, Sri Balaji University, Pune, Maharashtra, India
Abstract
The rise of social media marketing in the last few years has revolutionised the way brands engage with their target audiences online. This chapter covers some of the latest news in social media marketing. Collaborations between influencers, short-form video content, AI-driven personalisation, and community-driven interaction are all part of these advances. Companies must constantly adjust their strategy to account for the changing market conditions, including the rise of Generation Z as the most significant client group and the integration of new technologies such as social commerce and augmented reality. This chapter provides a comprehensive overview of the currently used methodologies, together with real-world examples and possible future directions. This essay addresses the many difficulties marketers have, including keeping up with ever evolving algorithms, addressing privacy concerns, and ensuring a genuine connection. Readers will get the necessary abilities to navigate the constantly evolving world of social media marketing by using strategic insights and practical approaches.
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