Proceedings of the 2024 4th International Conference on Public Relations and Social Sciences (ICPRSS 2024)

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Exploring the Role of Big Data in Social Media Marketing: A SWOT Analysis of Strategic Implications

Authors
Linxi Wu1, *
1The University of Queensland, Brisbane, Australia
*Corresponding author. Email: linxi.wu@uqconnect.edu.au
Corresponding Author
Linxi Wu
Available Online 18 November 2024.
DOI
10.2991/978-2-38476-305-4_22How to use a DOI?
Keywords
Social media marketing; SWOT analysis; big data
Abstract

This paper explores the impact of big data on social media marketing through SWOT analysis, highlighting the strengths, weaknesses, opportunities, and threats brought about by the use of big data. Big data enables highly targeted and personalized marketing campaigns. It has also transformed traditional social media marketing by improving decision making through real-time analytics as well as providing precise measurements of marketing effectiveness. In fact, big data also faces significant challenges in its specific applications, including data privacy issues, the complexity of data management, and data effectiveness. The combination of advanced analytics and artificial intelligence in social media provides new opportunities to improve marketing strategies and expand markets. Highly personalized marketing strategies improve customer experience. However, at the same time, businesses are also facing threats from constantly changing privacy laws, data saturation, and a fiercely competitive digital environment. Therefore, only by balancing its benefits and drawbacks can we ensure a competitive advantage in the digital age market.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 4th International Conference on Public Relations and Social Sciences (ICPRSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 November 2024
ISBN
978-2-38476-305-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-305-4_22How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Linxi Wu
PY  - 2024
DA  - 2024/11/18
TI  - Exploring the Role of Big Data in Social Media Marketing: A SWOT Analysis of Strategic Implications
BT  - Proceedings of the 2024 4th International Conference on Public Relations and Social Sciences (ICPRSS 2024)
PB  - Atlantis Press
SP  - 188
EP  - 194
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-305-4_22
DO  - 10.2991/978-2-38476-305-4_22
ID  - Wu2024
ER  -