Research on the Dual-driving Mechanism of Social Media Marketing on Enterprise Brand Building and Sales Growth in the Digital Age: From the Perspective of Operations Management

Yiyun Xie

doi:10.54254/2754-1169/2025.21170

Research Article

Open access

Published on 27 February 2025

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Xie,Y. (2025). Research on the Dual-driving Mechanism of Social Media Marketing on Enterprise Brand Building and Sales Growth in the Digital Age: From the Perspective of Operations Management. Advances in Economics, Management and Political Sciences,165,43-50.

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Research on the Dual-driving Mechanism of Social Media Marketing on Enterprise Brand Building and Sales Growth in the Digital Age: From the Perspective of Operations Management

Yiyun Xie *^,1,

¹ Zhejiang Gongshang University Hangzhou College of Commerceban

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2025.21170

Abstract

In the digital age, social media marketing has become a crucial strategy for enterprise development. As the digital landscape continues to evolve, businesses are constantly seeking effective ways to stand out and connect with their target audiences. Leveraging its advantages such as wide coverage, low cost, and high interactivity, this paper deeply analyzes the dual-driving mechanism of social media marketing on enterprise brand building and sales growth from the operations management perspective. Through a combination of theoretical elaboration and case analysis, it reveals how social media marketing helps enterprises shape their brand image, enhance brand awareness and reputation, and thereby promote sales and profit growth through means such as precise positioning, content dissemination, and user interaction. This provides theoretical support and practical guidance for enterprises' operations management in the digital wave. The results show that social media marketing has a significant dual-driving effect on enterprise brand building and sales growth, providing a practical path for further expanding the influence of social media marketing and its innovative construction.

Keywords

Digital Age, Social Media Marketing, Brand Building, Sales Growth, Operations Management

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References

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About volume

Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development

Conference website: https://2025.icmred.org/

ISBN：978-1-83558-953-3(Print) / 978-1-83558-954-0(Online)

Conference date: 30 May 2025

Editor：Lukáš Vartiak

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.165

ISSN：2754-1169(Print) / 2754-1177(Online)

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