The Influence of Social Media on Consumer Behavior and Digital Marketing Strategies: A Comprehensive Review

Zhang Guoqiang; Amiya  Bhaumik

doi:10.46977/amt.2024.v05i02.004

Authors

Zhang Guoqiang Faculty of Business, Lincoln University College, 47301 Petaling Jaya, Selangor D. E., Malaysiaaysia
Amiya Bhaumik Faculty of Business, Lincoln University College, 47301 Petaling Jaya, Selangor D. E., Malaysia

DOI:

https://doi.org/10.46977/amt.2024.v05i02.004

Keywords:

Consumer Psychology, Digital Marketing, Marketing Tactics, Social Media

Abstract

Social media has assumed a significant part in marketing strategy. Social networking sites (SNS) serve as a tool for firms to establish direct communication and foster positive interactions with their consumers. A comprehensive analysis of many articles, research studies, reports, newspapers, magazines, and numerous websites has been conducted. India is undergoing a profound transformation towards digitalisation. Consumers are increasingly utilising the internet to seek the best deals from suppliers across India, as opposed to traditional ways. This study recognises that enterprises can significantly benefit from various Digital Marketing strategies, including search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, social media marketing, social media optimisation, email marketing, display advertising, e-books, optical discs, and games, which are increasingly prevalent in our advancing technological landscape. It is evident that are all interconnected via WhatsApp and Facebook, and the growing utilisation of social media is generating new prospects for digital advertising firms to engage clients through digital platforms. Understanding customer motives is crucial, as it offers insight into the factors that drive people to generate content regarding a brand or shop. Digital marketing is economically efficient and significantly influences business performance. This study suggests that identifying the social media platforms used by a company's target market is crucial for ensuring the success of online marketing efforts. The efficacy of Internet marketing concerning various businesses can be evaluated. The study can be further expanded to compare internet marketing tactics particular to various organisations.

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