THE IMPACT OF SOCIAL MEDIA AND INFLUENCERS ON MARKETING STRATEGY AND BRAND ENGAGEMENT
Keywords:
Social Media Marketing, Influencer Marketing, Brand Engagement, Consumer Behavior, Marketing StrategyAbstract
The growth of social media has revolutionized the marketing landscape, empowering businesses to reach wider audiences and fostering more authentic connections with consumers. This research paper explores the profound impact of social media and influencer marketing on modern marketing strategies, examining how brands can leverage these powerful platforms to enhance brand engagement, build trust, and drive positive business outcomes. The paper delves into the key factors contributing to the success of influencer-driven campaigns, the evolving role of social media in shaping consumer behavior and brand perception, and the strategic considerations for integrating social media and influencer marketing into holistic marketing plans. Through a comprehensive analysis of industry trends, case studies, and academic research, this paper provides valuable insights for marketing professionals, brand managers, and scholars seeking to understand the transformative power of social media and influencer marketing in the digital age.
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