Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries

DOI: 10.54254/2753-7064/10/20231240

The Impact of Social Media on Communication and

Marketing Strategies in the Digital Age
Xuan Zhao1,a,*
1
Department of Arts & Science, University of Toronto, St.George, M5S 1A1, Canada
a. [email protected]
*corresponding author

Abstract: The introduction of social media has changed how individuals engage and absorb
information. This has produced a more democratic and inclusive society where different
viewpoints are represented in public discussions. Due to the increased number of social media
users, marketing has become a critical strategic pillar for companies. To understand the
meaning, variety, and application of social media marketing, it is crucial to understand the
characteristics of social media. The main purpose of social media is to facilitate the creation
and distribution of content based on user-to-user social interaction. Through campaigns and
advertising on social media networks, companies can attract and acquire new customers. This
process is known as social media marketing. To maintain focus while expanding their social
media footprint, businesses should have a social media strategy. Companies are anticipated
to prioritise live streaming as a top marketing priority in 2023 since it has grown to be a
significant channel for content consumption. Companies should work to provide high-quality
material that clearly tells their company narrative if they hope to fulfil their live-streaming
marketing objectives. A strong content strategy is crucial now more than ever because more
and more companies are producing live broadcasts. To improve customer happiness and
loyalty, businesses may optimise their content strategy by continuously tracking and
analysing consumer feedback and interactions.

Keywords: social media, marketing strategy, digital age

1. Introduction
People’s social ties have undergone considerable change as a result of the development of mobile
Internet platforms like social media applications. The main channels for disseminating information
to a large audience have historically been newspapers, radio, and television. These media types,
however, frequently provided little chances for audience involvement and disseminating information
in a one-way manner, “with the media serving as the only transmitter of information” [1]. The use of
strategically designed campaigns and ads on social media networks to attract and retain new clients
for a business is referred to in this article as social media marketing. This article will raise awareness
of how traditional mass media gave way to social media and how social media marketing has grown
to be a significant commercial tactic. The significance of live streaming and video marketing is also
covered in the essay because video platforms have grown to be significant channels for content
consumption. Businesses wishing to compete in today’s digital marketplace must comprehend social
media’s features and establish a solid social media plan and content strategy. In the upcoming years,
© 2023 The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0
(https://creativecommons.org/licenses/by/4.0/).

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 Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
DOI: 10.54254/2753-7064/10/20231240

social media marketing and live streaming will probably become even more significant in marketing
due to the continuous expansion of social media use and the advent of new video platforms.

2. The Promotion of New Media to Network Marketing

As the primary means of disseminating information in the age of mass communication, traditional
mass media like newspapers, radio, and television offer audiences less opportunity and potential for
interaction while also typically providing information in a one-way manner, taking on the role of a
sender of information. The emergence of new media, however, has changed the status quo of single
information transmission. Users can now not only access a variety of news messages via social
networks, such as microblog users learning about trending social topics by following social hotspots,
but they can also express their own opinions and ideas as well as share newly acquired insights via
social applications. This has transformed the singular role of getting information in the past to a dual
identity of sender and receiver, “making the form of a communicator from the conventional mass
media into the general public, and the primary body of conversation becomes more diverse” [2]. The
emergence of social media platforms has significantly altered how individuals engage with and
consume information. Users may now use social networks to get a range of news and information,
monitor social hotspots, and learn about trending social issues. Social media also gives users a forum
to share freshly discovered insights with others as well as their thoughts and ideas. Since conventional
mass media outlets are no longer the main means of communication, the way information is spread
has changed. As a result of this, a more inclusive and democratic society has been created, with more
various points of view being expressed in public dialogue. At the same time, worries regarding
information veracity and dependability as well as privacy and data protection problems, have been
brought up by the abundance of information made available through new media.

2.1. Social Media Marketing

A significant shift in people’s social connections has resulted from the popularity of mobile Internet
platforms like social media apps. As a result, social media marketing is regarded as a crucial strategy
pillar by many businesses. Understanding the meaning, varieties, and practical methods of social
media marketing thus takes on a very significant meaning. According to Global Social Media
Statistics 2021, social media users now spend an average of 2 hours and 25 minutes a day on social
networks and messaging apps, and social media users have surpassed the 4.2 billion mark [3]. A
platform for online content production and conversation based on users’ social connections is referred
to as social media. This new phenomenon is truly a highly advanced integration and convergence of
social media, improving the efficiency of content production and consumption. As a result, social
media is a platform-based form of media whose primary function is to encourage the production and
sharing of material based on social relationships between users. Social media marketing is the process
of bringing in and acquiring new customers for companies through deliberate campaigns and ads on
social media networks. “The ideal result of brand live broadcast is: the brand side achieves the
combination of product and effect; The platform increases traffic and growth space; Live-streamers
earn commissions and build stickier relationships with fans; Consumers get products that are cost-
effective and suitable for them” [4]. The secret to putting social media marketing into practice for a
company is to have a social media plan. A social media strategy will help the company to maintain
focus while growing its social media footprint.

2.2. Live Marketing

It is highly likely that live broadcasting will become a top priority for most businesses in the field of
marketing in 2023, as it can greatly increase product sales and brand awareness. Nowadays, people

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 Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
DOI: 10.54254/2753-7064/10/20231240

mostly rely on videos for information, and video platforms have become the primary channels for
content consumption. The matrix method of video communication has become prevalent across
multiple networks, with popular video platforms like TikTok, WeChat, YouTube, and the main live
e-commerce platform dominating the market. More video platforms are expected to emerge in the
future. To further increase their live broadcasting exposure, many businesses will turn to social media
platforms. When it comes to live broadcasts, it’s important to think about the long-term benefits rather
than just focusing on making sales during a single live show. This involves sharing a compelling
brand story, building relationships with customers, increasing the chances of repeat purchases, and
keeping customers engaged with the brand. To achieve these marketing goals through live streaming,
businesses should put effort into creating high-quality content that effectively communicates their
brand story. With the increasing frequency of brands creating their own live broadcasts, having a
solid content strategy is more important than ever. “Developing a variety of attractive, high-quality
content that aligns with the brand’s values can help increase customer engagement and the likelihood
of repeat purchases” [5]. Social media platforms present businesses with a fantastic opportunity to
broaden their client base and strengthen existing ties. Social media platforms that allow live streaming
may boost interaction and create a feeling of community among companies and their followers.
Companies can maintain customer engagement and increase the likelihood that customers will make
repeat purchases by sharing interesting brand stories and producing high-quality content. Companies
need to have a strong content strategy in addition to high-quality material to make sure that their live
broadcasts are consistent with their brand’s values and messaging. This plan should be flexible and
able to alter as customer trends and tastes do. Businesses may optimise their content strategy to raise
customer happiness and loyalty by constantly monitoring and analysing client feedback and
interaction. Live streaming will inevitably become more prevalent in marketing tactics in 2023.
Therefore, “companies should put a high priority on producing high-quality content and developing
a sound content strategy” [6]. Businesses may boost brand recognition and product sales while
creating a feeling of community among consumers by establishing relationships with them through
live streaming and working with influencers.

3. Characteristic Phenomenon of Social Media

The sharing of information has grown in importance as people browse the Internet in this age of social
media. Social media platforms not only help people’s social lives generate a never-ending stream of
trending topics, but they also help social media marketing take off. Businesses can use social media
to listen to user opinions, advertise their goods, and subtly sway consumers. If people want to spread
information effectively, they can understand the characteristics of social media. Social media
marketing has a more trust-based communication mechanism than other online marketing strategies
like search engine marketing and email marketing, which can more powerfully sway consumers’
buying choices. This is a result of the high user engagement levels on social media platforms, where
users can post their ideas, opinions, and evaluations for other users to see and remark on. Consumers
are more likely to believe recommendations and evaluations from other people thanks to this
interactivity and openness. Additionally, social media platforms offer a more individualized and
targeted form of advertising, allowing for better audience targeting and raising the click-through and
response rates of advertisements. Platforms on social media are crucial for businesses. “Businesses
should actively use social media channels to engage with customers, comprehend their requirements
and comments, and win their confidence and support by promptly sharing how incidents were handled
[7]”. Companies can raise user reliance and favorability, increase brand recognition, and improve
marketing outcomes by using social media platforms successfully.
Meanwhile, for the part of businesses, as a powerful and affordable marketing strategy, social
network marketing can significantly lower an organisation’s marketing expenses while generating a

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 Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
DOI: 10.54254/2753-7064/10/20231240

high rate of return. Traditional forms of advertising necessitate a significant investment in advertising,
whereas social network marketing uses a “many-to-many” information delivery strategy that is more
engaging and can grab the interest of more people. Users are more willing to take the initiative to find
and share information as Internet users’ online behaviour becomes more mature. Community users
also exhibit a high level of participation, sharing, and interactivity, which creates a wider foundation
for the spread of social network marketing. Companies can increase their exposure and focus on social
networks and convert it into revenue development and brand enhancement by leveraging user
involvement, sharing, and interaction. Social marketing will therefore become more crucial in the
coming years of marketing. Companies may benefit from this trend by using social media platforms,
where users are spending a lot of time, to promote their brands and goods to a wider audience.
Additionally, social network marketing enables companies to easily access a worldwide audience.
Due to the fair playing field that social media platform offer, smaller businesses may compete with
bigger ones on an equal basis. Businesses may improve sales and income by creating buzz about their
names and goods with the correct technique. Future predictions indicate that social network marketing
will continue to play a bigger part in the marketing mix. Companies will need to stay on top of the
current trends and adjust their tactics in order to compete as social media platforms change and new
technologies are developed. In the dynamic world of social media marketing, being able to interact
with clients in real-time and produce personalised content will be essential for success.

4. Analysis of Brand Live Marketing on New Media Platforms

4.1. Case Illustration
By using the famous Chinese platform Xiaohongshu as an example, from the official data released
by Xiaohongshu, the search for mother and baby search data continues to climb; “between January
and June 2022, searches for baby and baby products increased from 10 million to 20 million” [8].
This also fully confirms that Xiaohongshu has become an encyclopedia of mother and baby, and users
are often buying related products. Through the cooperation of different deepen user trust and
influence user decisions. Pendant bloggers provide consumption decisions, while pan-pendant
bloggers reach more interest circles, expand product scenarios and reach potential consumers
comprehensively. After the survey, people can know what category of users the mom and baby
bloggers are facing. It is also necessary to share the right experience as a mother and baby blogger,
such as sharing life experiences in pregnancy and childcare, how to avoid minefields, etc. Then comes
the dry goods, and this is when the mother and baby bloggers start to sell their products. The little red
book mother and baby users love the information that is rich and complete, easy to read and
understand, and real and objective content; then people have to do content operations in this regard，
and a perfect content operation is the only way to achieve the goal of attracting customers.

4.2. Analysis of Propaganda Mode

Businesses struggle with the issue of how to convey to customers the uniqueness and authenticity of
their brands and goods in the context of marketing and press but live steaming marketing can exactly
address this issue. “Users can become fully immersed in the live broadcast and achieve a better
sensory experience and immersion thanks to the unique real-time sharing nature of live marketing,
which enables users to feel the specific details of products, landscape features, and field hardware
settings in the live service process” [9]. Users are more likely to accept and identify with the brand
and goods thanks to this scenario-based experience and feeling of sharing, which accelerates the rate
at which sales goals are met. Live broadcast marketing has a strong crossover ability because it can
be advertised in a variety of ways so as to expand the marketing scope of commodities so that the

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 Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
DOI: 10.54254/2753-7064/10/20231240

advertisement can be highlighted in the live broadcast. Additionally, because live marketing is
interactive and real-time, consumers can experience the impacts of the goods more realistically, which
increases their confidence and loyalty to the brand. Merchants can engage with customers and respond
to their inquiries during the live stream, giving customers a deeper grasp of the product and brand
and boosting customer trust and repurchase rates. Live broadcast marketing also overcomes the
spatial problems of traditional offline sales. Customers from a distance can view a live broadcast in
real-time through live streaming, significantly expanding the audience and speeding up the rate at
which products are exposed to consumers and sales goals are met. Live marketing increases consumer
identification and devotion to the brand and goods because of its authenticity and interactivity, which
makes users feel valued and on an equal footing. Live marketing is a strong instrument in marketing
efforts because of this feature, which gives it greater access to goods and sales outcomes than
conventional marketing techniques.

4.3. Application Advantage of New Media

New media is indeed a port of connection to the future, and it holds a lot of value. In addition to being
able to constantly push favorite content, it can also showcase products, companies, brands, cultures,
values, and images, for companies as a big showcase window that can attract the attention and care
of target customers. In addition, new media, as a channel that now has a large market share and can
find precise customers, also has the following advantages: Firstly, new media is interactive, and
unlike traditional media, it enables audiences to participate in the creation and dissemination of
content, establish interactive communication with companies, and enhance user engagement and
loyalty. Secondly, new media can precisely target audiences and make targeted information push
according to different audience groups, which greatly improves the conversion rate and effect of
advertising and reduces the cost of advertising. Third, new media can provide rich content forms,
including text, pictures, audio, and video, which can meet the diversified needs of audiences, enrich
the form of communication, and make information more vivid, intuitive, and interesting. Finally,
“new media can achieve accurate data analysis and monitoring through the monitoring and analysis
of user behavior and feedback data and constantly optimize marketing strategies and promotion
effects so that enterprises can more accurately understand audience needs and preferences and
improve marketing ROI” [10]. In short, new media has become an indispensable part of enterprise
marketing and can help enterprises better achieve brand promotion, sales conversion, and user
interaction. In short, new media has become an integral part of corporate marketing, helping
companies better achieve brand promotion, sales conversion, and user interaction.

5. Conclusions
In summary, the emergence of social media has fundamentally changed how individuals interact with
and receive information. Platforms on social media provide a more individualised and focused kind
of advertising that enables greater audience targeting and higher response rates. As a result, social
media marketing has emerged as a crucial tool for businesses looking to acquire and keep clients. As
more people rely on video for information and video platforms, take over as the main route for content
consumption, live streaming, and video marketing have also become crucial in the digital market.
One cannot overstate how essential a strong content strategy and brand storytelling are for businesses
trying to employ live streaming to boost product sales and brand exposure. Due to the growing usage
of social media and the advent of new video platforms, social media marketing and live streaming
are set to grow in importance over the next several years. Businesses that want to compete in the
digital market must comprehend social media’s features and build solid social media plans and
content strategies. Future studies might concentrate on a number of topics linked to how social media

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 Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
DOI: 10.54254/2753-7064/10/20231240

affects communication and marketing tactics in the digital world. First, more research might be done
on the unique traits of social media sites that make them efficient for audience targeting and response
rates. Analysing user behaviour on social media may involve looking at how people engage with
content and react to advertisements. In conclusion, more studies in this field can assist businesses in
staying ahead of the curve and being competitive in a rapidly evolving digital market.

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