The Role of Social Media in Supporting Digital Business: A Literature Review

Abstract

Digital transformation has changed communication patterns and marketing strategies in the business world. Social media has emerged as a key instrument in supporting digital business development by improving communication, marketing, and consumer engagement. This study aims to analyze the role of social media in supporting digital business through a systematic literature review approach. Resources were obtained from various scientific journals and academic references relevant to the study topic. The results show that social media plays a strategic role as a means of two-way communication, a digital marketing tool, and an instrument for building brand awareness and customer engagement. Furthermore, social media analytics features can assist companies in data-driven decision-making. For MSMEs, social media is an efficient marketing solution due to its easy access and low cost. However, challenges arise such as the need for digital literacy, consistent content management, and data security risks. Overall, social media significantly contributes to increasing the competitiveness and sustainability of digital businesses in the technology-driven economy.