Social media as a marketing tool for companies
DOI:
https://doi.org/10.34630/tth.v1i5.6262Keywords:
Digital Marketing, Social Networks, Business Strategies, Consumer Behaviour, Digital InfluenceAbstract
Technological evolution and the increasing digitalization of social interactions have profoundly transformed business marketing strategies. Therefore, as social networks emerge, they are one of the main drivers of this chacapesnge, by functioning as platforms that enhance interaction between consumers and brands. This interaction allows a continuous flow of information and influence (Tavares & Sampaio, 2017). This article focuses on analysing the importance of marketing for the growth, differentiation and reputation management of companies, as well as the impact that social media has on these same strategies. To this end, a bibliographic review was used, based on reliable academic sources, such as SciELO and Google Scholar, with the aim of emphasizing the interconnection between digital marketing and consumer behavior (Lima et al., 2022).
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