Book Title: Sustainable Innovation and Global Business Practices
Editors: Dr. D. Kinslin, Dr. K.A. Janardhanan, Dr. M.C. Shibin Tad, and Dr. D. Deekshith
ISBN: 978-81-69297-56-1
Chapter: 2
DOI: https://doi.org/10.59646/724/2
Author: Dr. Kavitha Rani. R
Abstract
This chapter explores the transformative impact of social media on business marketing and branding strategies. It defines social media and discusses its evolution, highlighting the transition from traditional marketing to digital marketing approaches. The chapter examines how social media influences consumer behavior and engagement, emphasizing the importance of building brand awareness through platforms like Facebook, Instagram, and Twitter. It outlines strategies for creating compelling content that resonates with target audiences and discusses the role of user-generated content and feedback in shaping brand perception. The chapter also addresses social media advertising, focusing on targeted advertising and audience segmentation. Additionally, it identifies challenges businesses face in social media marketing, such as managing negative feedback and maintaining relevance. The chapter concludes with predictions for future trends, including the rise of video content and influencer partnerships.