The Impact of Social Media on Brand Digital Marketing

Open Access

Issue		SHS Web Conf. Volume 220, 2025 2025 2^nd International Conference on Language Research and Communication (ICLRC 2025)


Article Number		03017
Number of page(s)		8
Section		Cultural Communication, Brand Marketing, and Media Strategies
DOI		https://doi.org/10.1051/shsconf/202522003017
Published online		13 August 2025

A. T. Rosário, J. C. Dias, Marketing strategies on social media platforms. Int. J. E-Bus. Res. 19, 1-25 (2023). [Google Scholar]
S. S. Veleva, A. I. Tsvetanova, Characteristics of the digital marketing advantages and disadvantages. IOP Conf. Ser.: Mater. Sci. Eng. 940, 012065 (2020). [Google Scholar]
L. Choi, T. Burnham, Brand reputation and customer voluntary sharing behavior: The intervening roles of self-expressive brand perceptions and status seeking. J. Prod. Brand Manag. 30, 565-578 (2020). [Google Scholar]
D. Yüksel, Remarketing and retargeting. The Essentials of Today's Marketing 53-65 (2023). [Google Scholar]
P. Kotler, K. L. Keller, M. Brady, M. Goodman, T. Hansen, Marketing Management (5th ed.) Pearson 59-62 (2021). [Google Scholar]
J. Wang, A study on the influence of Chinese KOL on the purchasing decisions of Chinese GenZ consumers' fashion brands. Adv. Econ. Manag. Polit. Sci. 159, 81-87 (2025). [Google Scholar]
M. Shukla, R. Misra, R. Gupta, Why do consumers engage in a social media brand community: Investigating the effect of psychological empowerment on commitment and loyalty. J. Consum. Mark. 40 (2023). [Google Scholar]
S. H. Hsieh, C. T. Lee, T. H. Tseng, Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation. Inf. Manag. 59, 103570 (2022). [Google Scholar]
S. Wang, Y. K. Liao, W. Y. Wu, H. B. Khánh Lê, The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability 13, 11975 (2021). [Google Scholar]
R. W. Smith, K. L. Keller, If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences. Int. J. Res. Mark. 38 (2020). [Google Scholar]
P. Iqbal, S. S. Begum, A. Mirza, P. Rani, A. Nagpal, R. Sharma, A study on impact of digital marketing and social media on purchasing decision of consumers. Int. J. Membr. Sci. Technol. 10, 2330-2340 (2023). [Google Scholar]
C. Malecki, Public opinion, risk to reputation: The essentials of societal corporate governance? SSRN Electron. J. (2012). [Google Scholar]
E. Taneri, The new opinion leaders of digital marketing era: Social media influencers. J. Appl. Theor. Soc. Sci. 4, 37-49 (2022). [Google Scholar]
S. Robson, S. Banerjee, Brand post popularity on Facebook, Twitter, Instagram and LinkedIn: The case of start-ups. Online Inf. Rev. 47 (2022). [Google Scholar]
B. J. Calder, Customer interaction strategy, brand purpose and brand communities. J. Serv. Manag. (2022). [Google Scholar]
W. Zhuang, Q. Zeng, Y. Zhang, C. Liu, W. Fan, What makes user-generated content more helpful on social media platforms? Insights from creator interactivity perspective. Inf. Process. Manag. 60, 103201 (2023). [Google Scholar]
J. H. Van Schalkwyk, P. J. Van Schalkwyk, The advocacy intention of millennials on social media regarding smartphone brands. Int. J. Bus. Manag. Stud. 12 (2020). [Google Scholar]
Z. Gu (Jane), X. Li, Social sharing, public perception, and brand competition in a horizontally differentiated market. Inf. Syst. Res. 34 (2022) [Google Scholar]

Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.

Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.

Initial download of the metrics may take a while.