Role of Social Media Marketing in Promoting Service Brands
Abstract
Social media marketing has become an essential component of service marketing in the digital age, enabling service brands to connect with customers in an interactive and cost-effective manner. This study examines the role of social media marketing in promoting service brands using secondary data collected from published research articles, journals, industry reports, and online sources. The analysis focuses on key aspects such as brand awareness, customer engagement, brand image, trust, and loyalty in service industries. Findings from recent studies indicate that social media platforms significantly enhance the visibility of service brands and facilitate two-way communication, thereby strengthening customer relationships. User-generated content and online reviews further influence customer perceptions and service choice decisions. The study concludes that effective social media marketing, when integrated with service quality, contributes to sustainable brand growth and competitive advantage in the service sector.
Citation
Meera V. (2026). Role of Social Media Marketing in Promoting Service Brands. Mercovite, 1(1), 92–100.
License
© 2026 The Author(s). Published by Dr. BGR Publications .
The authors retain copyright of this article. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author(s) and source are credited.
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