Social Media Marketing: A Conceptual Framework of Components, Strategies, and Emerging Trends
DOI:
https://doi.org/10.54741/MJAR/6.3.2026.307Keywords:
social media marketing, consumer behaviour, influencer marketing, social commerce, digital marketing strategy, brand awarenessAbstract
This paper develops a comprehensive conceptual framework for social media marketing (SMM), synthesizing the extant literature on its core components, strategic dimensions, and impact on consumer behaviour and business performance. A systematic review of peer-reviewed journal articles, industry reports, and authoritative texts published between 2010 and 2024 was conducted using Google Scholar, JSTOR, and Scopus databases. Thematic analysis was employed to identify recurring patterns and emerging directions. The study identifies nine foundational SMM components—content creation, engagement, analytics, advertising, social listening, influencer marketing, community management, crisis management, and platform selection—and synthesizes them into an integrated effectiveness model. Evidence suggests that SMM significantly enhances brand awareness, shapes purchase decisions through social proof and contributes to measurable improvements in sales and customer loyalty. Persistent challenges include algorithm volatility, content saturation, and return-on-investment (ROI) quantification. The paper’s primary contribution is a unified conceptual model that integrates SMM components, strategies, and performance outcomes, offering both academic grounding and a practitioner-oriented decision framework. Implications for future research and managerial practice are discussed.
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