“The Role of Social Media Marketing in Digital Business Growth: Trends, Strategies and Consumer Engagement”

Abstract

Social Media Marketing (SMM) has rapidly emerged as a critical component of digital marketing, transforming how businesses connect with customers, build brand value and drive sales. Unlike traditional advertising, SMM leverages social platforms to foster direct engagement, user-generated content and personalized experiences. Businesses today integrate analytics, mobile technologies and real-time interaction to enhance customer satisfaction and achieve strategic objectives. This paper explores the evolution of social media marketing, its theoretical foundations and its practical applications in influencing consumer behavior. The review of literature highlights the role of gratification theory, cultural influences on sustainable marketing, audience segmentation and the growing integration of social platforms into digital marketing strategies. The study also examines the impact of mobile devices, image-based content and social advertising on consumer decision-making. Findings indicate that SMM not only increases brand visibility but also strengthens trust through personal recommendations, interactive content and community engagement. The research concludes that social media marketing has shifted from being optional to essential for business success. For organizations to remain competitive in the digital marketplace, it is imperative to adopt integrated strategies combining SEO, mobile marketing, social advertising and email campaigns with social media outreach.