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All Journal Jurnal EMT KITA CCIT (Creative Communication and Innovative Technology) Journal Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA) Jurnal Ilmiah Sains dan Teknologi (SAINTEK) Journal Sensi: Strategic of Education in Information System CICES (Cyberpreneurship Innovative and Creative Exact and Social Science) Journal Cerita: Creative Education of Research in Information Technology and Artificial Informatics Community Development Journal: Jurnal Pengabdian Masyarakat Sustainable: Jurnal Kajian Mutu Pendidikan JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal Accounting (IJAcc) (JUMPER) International Transactions on Education Technology (ITEE) Blockchain Frontier Technology (BFRONT) International Transactions on Artificial Intelligence (ITALIC) Journal Collabits
Erliyani, Ita
Universitas Raharja
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Journal : jurnal emt kita

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Social Media-Based Digital Marketing Management: A Literature Review of Strategies, Challenges, and Opportunities Erliyani, Ita
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6606

Abstract

The rapid growth of social media has driven significant transformations in digital marketing practices and modern marketing management. Social media is no longer used solely as a promotional tool but has evolved into a strategic platform for brand building, consumer engagement, and market expansion, particularly for Micro, Small, and Medium Enterprises (MSMEs). This study aims to systematically review the literature on social media-based digital marketing management by focusing on strategies, challenges, and opportunities faced by organizations. A literature review method was employed by analyzing relevant national and international journal articles. The findings indicate that key strategies widely discussed in the literature include content marketing, engagement-driven strategies, influencer marketing, and data-driven decision-making. Nevertheless, several challenges persist, such as limited digital skills, difficulties in measuring marketing performance, content management constraints, and reputational risks in social media environments. Conversely, opportunities related to market expansion, marketing personalization, social commerce integration, and digital capacity building offer substantial potential for MSMEs. This study contributes to the theoretical development of digital marketing management by synthesizing fragmented research findings and provides practical insights for business practitioners and policymakers in managing social media-based digital marketing more effectively.
Co-Authors Achani Rahmania Az Zahra Afif Alfiyanto Alfan Bachtiar Alfian Bachtiar Andri Cahyo Purnomo Andrias Bambang Dedy Iskandar Dendy Jonas Desy Apriani Djodi Setiawan Eliyana, Fanni Ema Ambiapuri Faizi, Idham Noor Fajar Shodiq Hamdany, Mohammad Azharie HANDRIADI HANDRIADI Hanum, Gilang Kartika Hidayat, Khairul Lukman Hakim Mita Triana Putri Muafiq, Farikhul Muhammad Faisal Muhammad Zakki Mardhi Natasya Aprila Yusuf Novi Rifkhah Prastiwi Nurhayati Nurhayati Nuril Hilaliyah Ramadhona, Nova Rosdiana Rosdiana Rukun Santoso Siti Maesaroh Siti Maesaroh Siti Maesaroh Subandi, Ulfah Hartini Suwarto Suwarto Titys Wicaksono Wibowo Tobi Nurhidayat Widiya Sapitri Widya Safitri Winda Afriandini wulandari, siti afifah Yosi Fitria Ningsih