The Role and Impact of Social Media Platforms in Business Marketing Communication

Abstract

Social media platforms have become the core infrastructure for commercial marketing communication, profoundly reshaping the relationship model and communication logic between brands and consumers. Based on the integrated marketing communication theory, the 4C theory framework, and the theory of social identity, this article systematically analyzes the role positioning of social media in brand communication, consumer interaction, precise marketing, and word-of-mouth amplification. It explores its profound impact on the digital transformation of marketing strategies, relationship reconstruction, and content-driven models, and proposes application paths such as systematic construction of content marketing, collaborative communication of opinion leaders, and dual-wheel drive of private domain traffic. These provide theoretical references for enterprises’ social media marketing practices.