THE IMPACT OF SOCIAL MEDIA ANALYTICS ON THE DEVELOPMENT OF GLOBAL DIGITAL MARKETING STRATEGIES

Abstract

The rapid evolution of digital technologies and the expansion of social media platforms have revolutionized the global marketing landscape. This study investigates how Social Media Analytics (SMA) influence the development of global digital marketing strategies by enabling data-driven decision-making, personalization, and cross-cultural adaptability. Drawing on international case studies from multinational corporations, the research demonstrates that SMA enhances audience understanding, optimizes content strategies, and significantly improves marketing performance. The paper also discusses ethical and practical challenges associated with data-driven marketing in a global context.