THE ROLE OF SOCIAL MEDIA IN DRIVING DIGITAL BUSINESS SUCCESS IN THE GLOBAL MARKET
Article Sidebar
Main Article Content
Abstract
This study adopts a literature review approach to analyze the role of social media in digital business success. Data collected through various sources, including leading journals accessed using Mendeley and Scopus software using the PRISMA diagram method, resulted in 46 articles related to social media and digital business from 2019 to 2024. While it provides valuable insights, the study has limitations, such as focusing on a specific period and the possibility that there are current publications that have not been covered. In conclusion, this study shows that social media increases customer engagement, brand loyalty, and supports innovation and digital transformation of companies. However, key challenges include brand reputation and privacy management, which requires a clear marketing strategy and audience understanding to improve marketing effectiveness in the ever-evolving digital age.
Article Details
References
Achar, S., Vijayendra, K., Hussain, S., Kejriwal, A., & Kejriwal, A. (2022a). Business Trends in Digital Era: A Review. Journal of Engineering Research and Reports, 328–338. https://doi.org/10.9734/jerr/2022/v23i12788
Achar, S., Vijayendra, K., Hussain, S., Kejriwal, A., & Kejriwal, A. (2022b). Business Trends in Digital Era: A Review. 328–338. https://doi.org/10.9734/jerr/2022/v23i12788
Adhiatma, A., Hakim, A., Fachrunnisa, O., & Hussain, F. K. (2023). The Role of Social Media Business and Organizational Resources for Successful Digital Transformation. 21(1), 23–50. https://doi.org/10.1080/16522354.2023.2203641
Adhiatma, A., Hakim, A., Fachrunnisa, O., & Hussain, F. K. (2024). The role of social media business and organizational resources for successful digital transformation. Journal of Media Business Studies, 21(1), 23–50. https://doi.org/10.1080/16522354.2023.2203641
Al Omoush, K., Lassala, C., & Ribeiro-Navarrete, S. (2023). The Role of Digital Business Transformation in Frugal Innovation and SMEs' Resilience in Emerging Markets. https://doi.org/10.1108/ijoem-12-2022-1937
Amelia, A., Hendrian, S., Solikhah, M., Kholipah, S. A., & Fahrezi, R. B. (2023). Analyze the Role of Social Media in Increasing Customer Loyalty in Shopee's Digital E-Commerce Business. 4(8), 941–948. https://doi.org/10.59141/jist.v4i8.667
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The Future of Social Media in Marketing. 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Bhimani, H., Mention, A.-L., & Barlatier, P.-J. (2019a). Social media and innovation: A systematic literature review and future research directions. Technological Forecasting and Social Change, 144, 251–269. https://doi.org/10.1016/j.techfore.2018.10.007
Bhimani, H., Mention, A.-L., & Barlatier, P.-J. (2019b). Social Media and Innovation: A Systematic Literature Review and Future Research Directions. 144, 251–269. https://doi.org/10.1016/j.techfore.2018.10.007
Bican, P. M., & Brem, A. (2020). Digital Business Model, Digital Transformation, Digital Entrepreneurship: Is There a Sustainable "Digital"? 12(13), 5239. https://doi.org/10.3390/su12135239
Biclesanu, I., Anagnoste, S., Branga, O., & Savastano, M. (2021). Digital Entrepreneurship: Public Perception of Barriers, Drivers, and Future. 11(4), 125. https://doi.org/10.3390/admsci11040125
Castillo, A., Benitez, J., Liorens, J., & Braojos, J. (2021). Impact of social media on the firm's knowledge exploration and knowledge exploitation: The role of business analytics talent. Journal of the Association for Information Systems, 22(5), 1472–1508. https://doi.org/10.17705/1jais.00700
Dolega, L., Rowe, F., & Branagan, E. (2021). Going Digital? The Impact of Social Media Marketing on Retail Website Traffic, Orders and Sales. 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Fayvishenko, D., Cherniavska, L., Bondarenko, I., Sashchuk, T., Sypchenko, I., & Lebid, N. (2023a). The Impact of Brand Social Media Marketing on the Dynamics of the Company's Share Value. 24(1), 24–32. https://doi.org/10.3846/btp.2023.17117
Fayvishenko, D., Cherniavska, L., Bondarenko, I., Sashchuk, T., Sypchenko, I., & Lebid, N. (2023b). THE IMPACT OF BRAND SOCIAL MEDIA MARKETING ON THE DYNAMICS OF THE COMPANY'S SHARE VALUE. Business: Theory and Practice, 24(1), 24–32. https://doi.org/10.3846/btp.2023.17117
Ghezzi, A., & Cavallo, A. (2020). Agile Business Model Innovation in Digital Entrepreneurship: Lean Startup Approaches. 110, 519–537. https://doi.org/10.1016/j.jbusres.2018.06.013
Goi, V. (2023). The Impact of Digital Technologies on the Companies' Strategic Management. 68(2). https://doi.org/10.46852/0424-2513.2.2023.33
Gunawan, G., Utomo, A. S. A., & Benediktus, H. S. (2021). Optimization of shipyard layout with material handling cost as the main parameter using genetic algorithm. AIP Conference Proceedings, 2376(1).
Ho, C.-W., & Wang, Y.-B. (2020). Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy? 12(16), 6417. https://doi.org/10.3390/su12166417
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019a). A Comparison of Social Media Marketing Between B2B, B2C and Mixed Business Models. 81, 169–179. https://doi.org/10.1016/j.indmarman.2018.01.001
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019b). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169–179. https://doi.org/10.1016/j.indmarman.2018.01.001
Ingriana, A. (2025). THE INFLUENCE OF E-TRUST ON CONSUMER PURCHASING BEHAVIOR IN E-COMMERCE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Ingriana, A., Chondro, J., & Rolando, B. (2024). TRANSFORMASI DIGITAL MODEL BISNIS KREATIF: PERAN SENTRAL E-COMMERCE DAN INOVASI TEKNOLOGI DI INDONESIA (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Ingriana, A., Gianina Prajitno, G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Ingriana, A., Hartanti, R., Mulyono, H., & Rolando, B. (2024). Pemberdayaan E-Commerce: Mengidentifikasi Faktor Kunci Dalam Motivasi Pembelian Online. Jurnal Manajemen Dan Kewirausahaan (JUMAWA), 1(3), 101–110.
Kim, K. H. (2021). Digital and Social Media Marketing in Global Business Environment. 131, 627–629. https://doi.org/10.1016/j.jbusres.2021.02.052
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2022). A Meta-Analysis of the Effects of Brands' Owned Social Media on Social Media Engagement and Sales. 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands' Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Maha, V. A., Derian Hartono, S., Prajitno, G. G., & Hartanti, R. (2024). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Miah, M. R., Hossain, A., Shikder, R., Saha, T., & Neger, M. (2022). Evaluating the Impact of Social Media on Online Shopping Behavior During COVID-19 Pandemic: A Bangladeshi Consumers' Perspectives. 8(9), e10600. https://doi.org/10.1016/j.heliyon.2022.e10600
Mulyono, H., & Rolando, B. (2024). Savoring The Success: Cultivating Innovation And Creativity For Indonesian Culinary MSMEs Growth. Economics and Business Journal (ECBIS), 2(4), 413–428.
Mulyono, H., Hartanti, R., & Rolando, B. (2024). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Mulyono, H., Ingriana, A., & Hartanti, R. (2024). PERSUASIVE COMMUNICATION IN CONTEMPORARY MARKETING: EFFECTIVE APPROACHES AND BUSINESS RESULTS (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Muninger, M. I., Hammedi, W., & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95, 116–127. https://doi.org/10.1016/j.jbusres.2018.10.012
Muninger, M.-I., Hammedi, W., & Mahr, D. (2019). The Value of Social Media for Innovation: A Capability Perspective. 95, 116–127. https://doi.org/10.1016/j.jbusres.2018.10.012
Putera, W., Iriani, N., Julian, S. F., Nurjanna, N., Rahman, A., & Sucianti, R. (2023). Digital Business Development Strategy as a Determinant of Business Competitiveness Through E-Commerce of MSMEs Products in Indonesia. 1(6), 804–829. https://doi.org/10.59324/ejtas.2023.1(6).79
Putri, L. W. B., & Setiawan, B. L. T. (2025). ANALYZING THE STRATEGIC CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS TO E-COMMERCE MARKETING EFFECTIVENESS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2024). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Rolando, B. (2018). Tingkat Kesiapan Implementasi Smart Governance di Kota Palangka Raya. UAJY.
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., & Wigayha, C. K. (2024). Pengaruh E-Wom Terhadap Keputusan Pembelian Online: Studi Kasus Pada Pelanggan Aplikasi Kopi Kenangan. Jurnal Manajemen Dan Kewirausahaan (JUMAWA), 1(4), 193–210.
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., Nur Azizah, F., Karaniya Wigayha, C., Bangsa, D., Jl Jendral Sudirman, J., Jambi Selatan, K., & Jambi, K. (2024). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee. https://doi.org/10.47065/arbitrase.v5i2.2167
Singh, P. (2024). Beyond the Basics: Exploring the Impact of Social Media Marketing Enablers on Business Success. 10(5), e26435. https://doi.org/10.1016/j.heliyon.2024.e26435
Tan, D. M., & Alexia, K. R. (2025). THE INFLUENCE OF TIKTOK AFFILIATE CONTENT QUALITY AND CREDIBILITY ON PURCHASE DECISIONS VIA THE YELLOW BASKET FEATURE. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Troise, C., Dana, L. P., Tani, M., & Lee, K. Y. (2021). Social Media and Entrepreneurship: Exploring the Impact of Social Media Use of Start-Ups on Their Entrepreneurial Orientation and Opportunities. 29(1), 47–73. https://doi.org/10.1108/jsbed-01-2021-0041
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wielgos, D. M., Homburg, C., & Kuehnl, C. (2021). Digital Business Capability: Its Impact on Firm and Customer Performance. 49(4), 762–789. https://doi.org/10.1007/s11747-021-00771-5
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2024). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Winata, V., & Arma, O. (2025). ANALYZING THE EFFECT OF E-WALLET USABILITY ON CUSTOMER RETENTION IN MOBILE PAYMENT APPS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Zahran, A. M. (2025). THE IMPACT OF MARKETING STRATEGIES ON THE SUCCESS OF THE FAST FASHION INDUSTRY: A SYSTEMATIC REVIEW. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Zhang, C.-B., & Li, Y.-N. (2019). How Social Media Usage Influences B2B Customer Loyalty: Roles of Trust and Purchase Risk. 34(7), 1420–1433. https://doi.org/10.1108/jbim-07-2018-0211