THE FUTURE OF SOCIAL MEDIA MARKETING: TRENDS, INNOVATION, AND CONSUMER ENGAGEMENT

International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Social media marketing has evolved from a supplementary promotional channel into a central pillar of contemporary brand strategy. Advances in artificial intelligence, the maturation of short-form and social-commerce formats, and shifting consumer expectations around authenticity and privacy are reshaping how organizations plan, execute, and measure engagement on social platforms. This paper examines the trajectory of social media marketing by reviewing current literature and industry data, identifying five converging trend clusters—AI-driven personalization, video-first content, social commerce, the creator economy, and community-centric engagement—and analyzing the technological innovations that enable them, including generative AI, augmented reality, predictive analytics, and conversational commerce. The paper further evaluates consumer engagement strategies through the lens of authenticity, personalization-privacy trade-offs, and two-way communication, and discusses ethical and regulatory challenges accompanying AI-generated content and algorithmic targeting. Drawing on this synthesis, the paper proposes an integrated framework for future-ready social media marketing and outlines directions for future research. The findings suggest that sustainable engagement in the coming decade will depend less on volume of content and more on the precision, transparency, and relational quality of brand-consumer interactions.

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Keywords

Social media marketing, artificial intelligence, consumer engagement, social commerce, influencer marketing, digital innovation, personalization, community management.