Book Title: Innovations in Management: Emerging Trends and Practices
Editor: Dr. Dattatraya Pandurang Rane
ISBN: 978-81-987266-7-4
Chapter: 1
DOI: https://doi.org/10.59646/imC1/358
Author: Dr. G. Gopalakrishnan, Director, Balaji Institute of Management and Human Resource Development, Sri Balaji University, Pune, Maharashtra, India
Abstract
Due to the rapid growth of social media platforms, brands’ connections with consumers have been significantly changed. The most up-to-date strategies for social media marketing are covered in this chapter, with an emphasis on methods that successfully involve the online shopper. This chapter examines the methods that are changing the face of digital engagement. A few examples of these methods include influencer marketing, user-generated content, short-form video content, and AI-driven personalisation. Incorporating social commerce, platform-specific techniques, and data-driven decision-making are all covered in detail in this chapter. By examining present trends and consumer behaviours, this chapter aims to teach readers how to use social media to build brands and increase client loyalty. With its future-focused tactics, real-world examples, and statistics, this comprehensive handbook aims to better equip students, academics, and marketers for the next wave of digital engagement. This chapter also explores the strategic, technological, and ethical issues that modern digital marketing presents, offering helpful advice on how to deal with these issues in a media landscape that is always evolving.
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