International Journal For Multidisciplinary Research

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Unveiling the Power of Social Media Marketing: Strategies for Consumer Engagement and Brand Growth

Author(s) Smita Shyam Sundar Madan, Harinder Kour
Country India
Abstract SMM is an important part of present business rivalry strategies which revolutionizes the way brands
communicate with consumers and demand market tendencies. Running pages on the social networks
such as Facebook or Instagram or using twitter for example, the businesses have an opportunity to
directly interact with customers from around the world and deliver exactly suitable experiences and
interactions that will generate loyalty and trust among these customers. Evaluating consumer
interactions is critical in SMM, that is carried out through interactive campaigns, content marketing
and with influencers. Besides, all these strategies not only promote the visibility of the company’s
brands but also bring about an emotional connection with the customer regarding their purchases.
Also, social media with its ability to foster brand communities and accomplish the word-of-mouth
effect compounds brand power. This paper aims to explore the role of SMM in influencing customer
spending, with a focus on three key factors: targeting, personalization, and emotional appeal. In this
respect, the study uses existing campaigns to offer insights, which would help business define
strategies that respond to the market consumers so as to enhance the longevity of brands to foster
constant growth and competitiveness. Through social media analytics, a business can graph their
progress, evaluate the campaign effectiveness, and get better results, thus guaranteeing that the
marketing drive result in sustainable profitability. However, brands face difficulties such as privacy
infringement, fake news propagation or negative comments, besides upholding ethical marketing.
Keywords Social Media Marketing (SMM), Consumer Engagement, Brand Growth, Influencer Marketing, Digital Marketing Strategies
Published In Volume 7, Issue 2, March-April 2025
Published On 2025-03-06
DOI https://doi.org/10.36948/ijfmr.2025.v07i02.38437
Short DOI https://doi.org/g87cws
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