What question did this study set out to answer?

To explore how social media marketing affects consumer behavior, strategic decision-making, and brand performance.

February 26, 2026Iconic Research and Engineering JournalsOpen Access

The Impact of Social Media on Marketing: Strategies, Consumer Engagement, and Brand Performance

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Qualitative study investigates social media's effect on consumer behavior and brand performance, suggesting strategic implications for marketers.

To explore how social media marketing affects consumer behavior, strategic decision-making, and brand performance.
Qualitative research design
Analysis of secondary data from peer-reviewed articles and reports
Focus on online marketing research
Social media enhances communication and consumer relationships
It improves brand awareness and consumer loyalty
Promotes purchase intention and word-of-mouth marketing

Khan et al. (2026) studied this question.

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Qualitative study investigates social media's effect on consumer behavior and brand performance, suggesting strategic implications for marketers.