Published Paper Details:

Social media marketing has emerged as a transformative force in the digital age, reshaping the way businesses engage with consumers. This study explores the impact of social media marketing on consumer behavior, brand awareness, and business performance. Through a review of recent literature and case studies, the research highlights how platforms such as Facebook, Instagram, Twitter, and TikTok provide cost-effective and interactive channels for targeted advertising, customer engagement, and brand loyalty. The findings suggest that businesses leveraging data-driven strategies and user-generated content tend to achieve higher customer retention and improved market reach. However, the study also discusses challenges such as algorithm dependency, privacy concerns, and managing negative feedback. Overall, social media marketing proves to be a vital tool for contemporary marketing, offering both opportunities and risks in an increasingly connected marketplace.