Citation

Bari, Md Akramul and Ismail, Hishamuddin and Khan, Mohammad Tariqul Islam and Elfaki, Khalid Eltayeb (2025) Boosting Brand Equity in the Digital Age: A Review of Social Media Marketing Strategies. PaperASIA, 41 (1b). pp. 342-352. ISSN 0218-4540

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Abstract

Digital transformation has revolutionized industries, particularly the service sector. Social media has emerged as a powerful tool for service-based firms, enabling innovative approaches to advertising, branding, and customer engagement. This review paper aims to explore how SMM strategies can influence key components of Brand Equity, including brand awareness, engagement, brand image, and brand loyalty. By analyzing existing research, the paper sheds light on the effectiveness of different SMM tactics in building strong brands in the service sector within the digital landscape. The insights gathered from this review offer a deeper understanding of how SMM tactics can foster Brand Equity, providing essential strategies for service sector firms aiming to harness the potential of social media platforms for sustained competitive advantage. This study highlights the transformative prospective of social media marketing strategies within the service industry, emphasizing its capability as a supportive driver of brand equity enhancement. As digital technologies continue to evolve and redefine customer prospects, considering the strategic implementation of SMM is crucial for firms committed to achieving enduring growth and success in the digital age.

Item Type:	Article
Uncontrolled Keywords:	:Social media marketing, brand equity
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	28 Mar 2025 00:59
Last Modified:	28 Mar 2025 00:59
URII:	http://shdl.mmu.edu.my/id/eprint/13633

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