The Application of Social Media in Digital Marketing

Abstract

Social media can quickly share and communicate while building personal and community online identities and interactive platforms. It can reach almost everyone and effectively pro-mote brands, products, and services, attract potential customers, and encourage sales. It accelerates changes in the environment shared by enterprises and consumers and shapes market behavior. Through a literature review combined with the digital marketing research framework, we classify and synthesize the relevant literature research results, analyze the critical touch points where social media has or may have a significant impact on the marketing process and marketing strategy, and propose the role of social media in the field of digital marketing—existing future research directions.