Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)

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The Research on the Current Situation and Trends of Social Media Marketing

Authors
Yaping Jiang1, *
1School of Business, Shanghai Normal University Tianhua College, Shanghai, China
*Corresponding author. Email: jyp2186@sthu.edu.cn
Corresponding Author
Yaping Jiang
Available Online 11 July 2023.
DOI
10.2991/978-2-38476-062-6_44How to use a DOI?
Keywords
Social Media; Social Media Marketing; Trends
Abstract

Social media marketing has become an important aspect of modern marketing strategies due to the increasing popularity of social media platforms and the rising number of internet users. This research paper aims to analyze the current situation and trends of social media marketing in order to provide a comprehensive understanding of this rapidly evolving field. Through a review of recent literature and case studies, this paper explores the benefits and challenges of social media marketing, the most popular social media platforms and their characteristics, the latest trends and developments in the industry, and the future outlook for social media marketing. The findings of this research demonstrate that social media marketing offers numerous opportunities for companies to reach and engage with their target audiences, but it also poses significant challenges, such as maintaining brand consistency and managing negative comments. The results also show that platforms such as Facebook, Instagram, Wechat and TikTok are the most popular among marketers, and that the trend of using social media influencers, video content, and user-generated content is on the rise.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
11 July 2023
ISBN
10.2991/978-2-38476-062-6_44
ISSN
2352-5398
DOI
10.2991/978-2-38476-062-6_44How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yaping Jiang
PY  - 2023
DA  - 2023/07/11
TI  - The Research on the Current Situation and Trends of Social Media Marketing
BT  - Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)
PB  - Atlantis Press
SP  - 348
EP  - 355
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-062-6_44
DO  - 10.2991/978-2-38476-062-6_44
ID  - Jiang2023
ER  -