Unveiling the Potential of Social Media Marketing in Enhancing E-Marketplace Performance

Abstract

This paper provides a comprehensive exploration of the transformative role of social media marketing in the dynamics of e-marketplaces. It theorizes the multi-faceted potential of social media in elevating business performance by harnessing customer engagement, driving traffic, and fostering brand loyalty. Employing a synthesis of prior studies, industry reports, and real-world examples, the paper proposes a conceptual model linking social media strategies to key performance indicators in e-marketplaces. This model aims to guide businesses and marketers in strategizing and optimizing their social media efforts to catalyze sustainable growth and success in the rapidly evolving digital commerce landscape.