INTEGRATING SOCIAL MEDIA ANALYTICS INTO GLOBAL DIGITAL MARKETING STRATEGY FORMATION

Abstract

The integration of Social Media Analytics (SMA) into global digital marketing strategy formation signifies a paradigm shift from traditional marketing intuition to data-driven strategic intelligence. This study investigates how SMA tools influence the formulation of international marketing strategies through real-time consumer insights, predictive modeling, and cross-cultural data interpretation. By examining case studies from multinational corporations, the research highlights how SMA enhances strategic planning, market segmentation, and personalization while ensuring cultural adaptability and ethical data use. The findings confirm that analytics-based decision-making enables global companies to achieve higher engagement, efficiency, and return on investment (ROI) in the dynamic digital economy.