The Impact of Social Media on Marketing: Strategies, Consumer Engagement, and Brand Performance

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@article{1714439,
      author = {Jafirullah Khan, Ishmum Muhib, Tanveerullah Khan Adnan},
      title = {The Impact of Social Media on Marketing: Strategies, Consumer Engagement, and Brand Performance},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {8},
      pages = {1253-1257},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1714439.pdf},
      abstract = {Social media has positioned itself as the center of marketing in the new era with interactive communication and real-time interaction. The study will investigate how social media marketing influences consumer behavior, strategic decision-making, and brand performance. The study will employ a qualitative research design, relying on secondary data from peer-reviewed articles, reports, and Internet marketing research. The results suggest that social media networks have been effective in enhancing communication and relationships and in providing certain content. Social media is an effective promotional tool that enhances brand awareness, consumer loyalty, and purchase intention. Online communication helps promote word-of-mouth and long-term customer loyalty. The study, however, has several issues, including information saturation, limited publicity, privacy concerns, and ongoing algorithm redesign. Social media management should be sustainable to avoid friction with the company's marketing and analytics functions. The research will contribute to the existing marketing literature by offering a rational explanation of how online communication influences brand performance. Practical implications are provided for marketers seeking to develop data-driven campaigns to enhance their relationships with online customers. Future research should examine quantitative measures of consumer behavior and the platform's return on investment to further the literature on the subject. It is a strategic approach to marketing in global markets and to digital marketing.},
      keywords = {Social Media Marketing, Consumer Engagement, Brand Performance, Online Communication},
      month = {February},
      doi = {https://doi.org/10.64388/IREV9I8-1714439}
  }