Social Media Marketing: Harnessing the Power of Platforms for Brand Engagement and Conversion

Abstract

This study delves into different facets of social media marketing (SMM) and its usefulness in increasing brand interaction and performance. This research employs a mixed method for data collection since the study focuses on the effect of several SMM approaches such as influencer management, type of content dissemination, and the use of positive and negative tone. The surveys, social media analytics tools and API-based Data scraping mechanism were used to compile the data collection for the study and the data analysis for the study was done by applying multiple regression analysis, sentiment analysis, social network analysis and Predictive analysis.

The results show that engagement with influencers increases conversion rates as well as having shown that video content produces higher engagement than image content. An analysis of consumer sentiments shows that there is a positive attitude towards brand engagements on the social media platform, thus, the necessity to uphold a positive brand image. Using a social network approach, an organization is able to pick social influencers to amplify an organization’s brand.

These results offer evidence-based best practices for marketers to consider while managing social media accounts with tips on how to effectively collaborate with influencers, promote positive feelings, and dedicate effort toward video content. The study also serves a scholarly purpose by establishing the validity of key theoretical concepts like SET and the Engagement Theory, and by employing sophisticated analytical procedures to SMM research.

There are some research implications which can be as follows: Longitudinal research to evaluate the long term effects, Cross-platform analysis to compare platform-specific approaches, and investigating role of new technologies like augmented reality and artificial intelligence in SMM. The present research highlights the possibility of SMM in modern brand management and provides theoretical impact for practitioners and academics to address the new tendencies of the digital marketing environment.