Abstract
Social media has had a huge impact on marketing. It has changed the way marketing and consumer behavior, providing more opportunities and challenges for businesses. Social media, as an important channel for information dissemination and a platform for user participation, not only expands the brand s exposure range, increases user interaction and engagement, but also shapes the brand image and reputation. However, social media has also brought about information overload and consumer choice difficulties, requiring companies to make reasonable use of social media platforms and develop appropriate marketing strategies to gain more attention, participation, and conversion.
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