A Bibliometric Study on the Effect of Social Media Marketing Activities on Customer Brand Experience

Social media (SM) has emerged as a critical platform for companies to promote their brands and products through various social media websites and networking sites. These platforms offer a dynamic space for businesses, ranging from startups to established firms, to engage with their audience, including both current and prospective customers. Social media marketing (SMM) plays a pivotal role in facilitating this interaction, enabling companies to build meaningful relationships with their customers. Through effective SMM strategies, businesses can foster a high level of customer engagement, which is crucial as engaged customers are typically more loyal to the brand. This loyalty translates into repeat business and positive word-of-mouth, both of which are essential for sustaining long-term success. Additionally, SMM initiatives are instrumental in shaping consumer buying intentions, as they can significantly influence a customer’s decision-making process. This review study delves into global research on SMM practices, with a particular focus on three critical marketing outcomes: brand experience, brand loyalty, and consumer buying intention. By examining these areas, the study highlights the impact of SMM on consumer behavior and offers insights into how companies can leverage social media to enhance their marketing efforts and achieve better business outcomes.