Effectiveness of social media marketing as a sustainable futuristic tool for consumer decision-making process

• Main Authors: Haque, A K M Ahasanul, Agarwal, Khushbu
• Format: Book Chapter
• Language: English; English
• Published: Apple Academic Press, Taylor and Francis Group 2024
• Subjects: BPH72 Economic development. Growth. Sustainable development. Sustainability
• Online Access: http://irep.iium.edu.my/118308/1/118308_Effectiveness%20of%20social%20media%20marketing.pdf; http://irep.iium.edu.my/118308/2/118308_Effectiveness%20of%20social%20media%20marketing_SCOPUS.pdf; http://irep.iium.edu.my/118308/; https://www.taylorfrancis.com/chapters/edit/10.1201/9781003492160-18/effectiveness-social-media-marketing-sustainable-futuristic-tool-consumer-decision-making-process-ahasanul-haque-khushbu-agarwal

The most recent development in Industry 4.0 and the marketing sector is social media marketing (SMM). Making impactful conversations is the cornerstone of success for any media (Agarwal, 2013). The latest sustainable marketing strategy is social media marketing, which is built on the widely accepted...