<![CDATA[The development of information technology has significantly changed the way business actors operate and manage their businesses. Currently, social media has become one of the most widely used digital platforms for marketing and selling various products. Social media no longer functions solely as a communication medium but has also become an effective tool for introducing products, building customer relationships, and expanding market reach. This study aims to examine the role of social media in supporting digital business development, particularly in improving product marketing activities and sales performance. The research employed a literature review method by collecting various references, including scientific journals, books, and relevant articles related to the research topic. The collected data were analyzed descriptively to provide an overview of social media utilization in business activities. The results indicate that social media utilization helps business actors implement marketing strategies more effectively. Product information can be disseminated rapidly, promotional costs are more affordable compared with conventional media, and market reach can be expanded. Furthermore, direct communication between sellers and customers through social media can strengthen consumer trust, which contributes to increased product sales. Therefore, the optimal utilization of social media can serve as a strategic approach to supporting business growth in the digital era.]]>
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