Social Media in Business: Leveraging Platforms for Marketing and Communication Strategies

Abstract

Social media's pervasive presence in the digital economy demands innovative business models for strategic marketing success. With half of the global population active on social platforms, organizations can leverage these channels for market insights and enhanced business intelligence. Utilizing social media allows companies to craft flexible marketing strategies, fostering engagement, communication, and performance monitoring. Despite its potential, research on social media strategy remains fragmented, impeding its advancement as a robust area of study. Conducting a literature review can help consolidate theoretical and empirical developments while pinpointing key research themes.