Published Paper Details:

Marketing occupies a centric role in the determination of the success and sustainability of companies, regardless of their size, organizational structure, and industry. With the emergence of social media platforms, the mechanisms of communication through which the organizations express the message, promote their products, and engage consumers have been radically transformed. Facebook, Instagram, LinkedIn, and YouTube have transformed marketing into an interactive, engaging, and data-oriented conversation, departing from the linear communication system. This paper examines the core role of marketing in the promotion of business growth and highlights the increasing credibility and strategic utilization of social media as an effective marketing tool. Furthermore, it examines the interrelation of social media awareness, consumers' engagement, and brand loyalty and demonstrates how these factors, integrated synergistically, enhance business results. Based on the results of the study, the integration of traditional marketing approaches and social media strategies plays an indispensable role for the achievement of competitive advantage and the sustenance of sustainable growth within the international market.