International Journal of Accounting and Management Sciences (IJAMS)
IJAMS Vol.4 No.2 April 2025
DOI https://www.doi.org/10.56830/IJAMS04202502
Authors
Abstract
This paper aims to explore the ever-changing world of social media marketing (SMM) and
its effects on both consumer behaviour and business value in the recent period. By analysing
and reviewing a broad range of academic studies and scholars to explore how SMM impacts
consumer decision-making, brand engagement, and purchasing habits as the main aspects of
consumer behaviour. Also, investigated how businesses use social media marketing like
Facebook, Instagram, Twitter, TikTok, and LinkedIn to improve brand equity, customer
loyalty, and financial performance. Recognizing the rapid emergence of new platforms,
technologies, and consumer trends, this review identifies key areas where further research is
needed to fully understand the dynamic interplay between social media marketing,
consumers, and business success
Keywords: social media marketing, consumer behaviour, business value
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