In this paper, the authors conduct a comprehensive investigation into the evolving field of marketing conducted in and through social media platforms. The study explores how social media has transformed traditional marketing practices and created new opportunities for businesses to engage with consumers in dynamic and interactive ways. The authors begin by defining key concepts such as social media platforms, marketing, and the specific applications, networks, and services that constitute the social media ecosystem. They emphasize that platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok have become crucial tools for marketing communication, brand building, and customer relationship management. A significant part of the paper focuses on the importance of social media in services marketing, highlighting how it enables firms to reach target audiences more effectively, personalize customer experiences, and foster long-term loyalty. The authors argue that social media serves as both a communication channel and a marketplace, allowing for two-way interactions between brands and consumers that were not possible through traditional marketing mediums. Furthermore, the paper introduces a taxonomy of social media marketing that categorizes the main dimensions, components, and activities involved in developing an effective social media marketing strategy. These include content creation and curation, audience analysis, engagement measurement, influencer collaboration, and data-driven decision-making. By analyzing these dimensions, the authors provide a structured framework that helps marketers understand how to integrate social media tools into their broader marketing strategies. Overall, the paper underscores the strategic significance of social media as a powerful driver of modern marketing practices and customer engagement.

social media, marketing, advertising, public relations, strategies

agronomy

Presentation: poster