Action research in social media marketing to improve firm performance: Conceptual paper

Abstract

In a hyper-rapidly growing business and marketing environment, with digital platforms increasingly at the center of consumer engagement, companies are constantly looking for innovative strategies to improve performance and remain competitive. This research explores the impact of three social media interventions - social media advertising, live streaming and influencers on firm performance. These tools provide companies with a dynamic method of connecting with their target audience. This conceptual paper delves into the effectiveness of social media advertising in reaching and engaging specific demographics, the power of live streaming in making real-time connections, and the impact of working with social media influencers. It is expected that the adoption of these modern marketing strategies will lead to practical insights for E-commerce business. Finally, this study proposed a conceptual framework that serves as a major attempt to understand the role of social media advertising, live streaming, and influencers on business performance.