THE ROLE OF SOCIAL MEDIA IN DIGITAL MARKETING: EXPLORING USER ENGAGEMENT, BRAND PERCEPTION, AND CONSUMER BEHAVIOR

Abstract

The rise of social media has revolutionized digital marketing strategies, leading to a paradigm shift in how brands engage with consumers and shape their purchasing decisions. This study employs a mixed-methods approach, combining a comprehensive literature review with qualitative research to analyze the impact of social media on user engagement, brand perception, and consumer behavior in digital marketing. This study explores the ethical, legal, and conceptual aspects of digital marketing practices through a review of existing literature and qualitative research. Research indicates that user engagement metrics such as likes, shares, comments, and follows serve as key indicators of brand relevance and are fundamental in building consumer trust. Social media interactions not only influence brand perception but also play a direct role in purchasing decisions through influencer endorsements, user-generated content, and real-time feedback. Notable examples of successful implementation of key strategies like short-form video content, influencer marketing, and social commerce can offer valuable insights for brands seeking to enhance consumer engagement. Yet, brands must address challenges like algorithmic changes, data privacy issues, and misinformation to uphold their credibility. In conclusion, the study underscores the significance of brands embracing personalized, interactive, and ethically driven marketing strategies to navigate the dynamic digital landscape effectively.