Discuss the role of data analytics in extracting meaningful insights from social media data, influencing marketing strategies and user engagement
Keywords:
Data analytics, social media, marketing strategies, user engagement, predictive analysis, privacy issues, data quality, technological challenges, future research, systematic literature reviewAbstract
This study examines the importance of data analytics in social media influencing marketing strategies and user engagement. Through the systematic literature review, 94 studies from 70 journals were synthesized, with the trends, limitations, and future chances of social media analytics discovered. Research validates the importance of personalized marketing, experience improvement, and predictive analysis. The main issues are privacy, data quality concerns, and technological complexities. Advanced predictive analytics, ethical frameworks and the integration of heterogeneous data sources should be the next focus of research in this area. These findings bring out the routes for marketers and researchers to map the ever-changing terrain of social media analytics competently.
