Abstract
Social Media Marketing (SMM), which refers to the use of social media as a branding strategy, is one of the most prominent study subjects in consumer marketing. Some scholars have studied the development of SMM strategies, but there is a lack of uniformity in the interpretation of the two-sided impact of SMM on brands and consumers, and the coping approaches to negative effects are controversial. This paper analyses the basis of consumer buying behaviour in identifying brand marketing in SMM, discusses the influence of influencer marketing in SMM and suggests the role of SMM in building brand image. The results show that the influence of SMM is twofold and suggests that brands should be positive and avoid negativity when marketing, give full play to the emotional and personalised marketing model in SMM, focus on influencer selection and increase interactive marketing with consumers.
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