Abstract

Social media has experienced significant growth in recent years, with approximately 4.7 billion active users across all platforms (WeareSocial, 2022). These platforms have become the primary digital environment and represent the new standard for communication between individuals and organizations. Social media has facilitated behavioral and cultural changes, fostered innovation through new technologies and functionalities, and introduced new marketing and branding models to meet the demands of the market and emerging communities. In this article, we highlight some of the prevailing trends in this phase, and explore the evolving landscape of social media marketing and social commerce