Journal of Modern Business Administration

Social media is crucial to brand management in the digital age, changing the way brands interact with consumers and providing opportunities for direct communication. It has reshaped the consumer purchase decision process, making word-of-mouth marketing and user-generated content key. The diversity and technological advances of social media have made brand strategies more refined and personalized. Different platforms such as Facebook, Twitter, Instagram and LinkedIn have their own characteristics and are suitable for different brand strategies. Social media plays a key role in improving brand awareness, managing customer relationships, crisis management, decision-making and marketing campaign innovation. It also helps companies collect feedback in real time, optimize marketing strategies, and enhance brand loyalty. Social media data is of great value to brand management decisions, helping to accurately position the market, optimize marketing activities, enhance brand value, and meet the challenges of internationalization strategies.

Social media; Brand management; Strategic role