- Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Sayı: 72
- The role of social media in interactive digital marketing
The role of social media in interactive digital marketing
Authors : Bora Gündüzyeli
Pages : 93-100
Doi:10.18070/erciyesiibd.1683097
View : 45 | Download : 77
Publication Date : 2025-12-31
Article Type : Research Paper
Abstract :Unlike traditional marketing methods, social media platforms enable brands to communicate with their target audiences more interactively and dynamically, while also allowing consumers to engage directly and instantaneously with brands. As an integral part of contemporary marketing, the impact of social media on interactive marketing is profound. This highlights the need to explore the strong synergy between social media and interactive marketing, which has become a vital component of digital marketing. This research seeks to answer the pivotal question: “What is the role of social media in enhancing interactive digital marketing strategies?” A systematic literature review using the PRISMA framework was conducted to provide a comprehensive analysis of relevant research in the field. This study aims to examine the evolving role of social media in interactive marketing and to highlight how this synergy contributes to shaping effective digital marketing strategies. The findings show that social media platforms have revolutionized marketing strategies by facilitating direct, real-time interaction with consumers. In addition, the study underlines the critical role of continuous innovation in maintaining competitive advantage, particularly through artificial intelligence (AI) and personalized interaction. Marketers can optimize social media strategies by focusing on real-time, interactive engagement and utilizing AI technologies, such as chatbots and virtual influencers, to strengthen consumer relationships and create personalized brand interactions. This study contributes to the literature by demonstrating that the integration of social media and interactive marketing can significantly enhance brand loyalty and business performance through more effective and personalized consumer engagement.Keywords : Sosyal medya, etkileşimli pazarlama, dijital pazarlama, marka etkileşimi.
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