Proceedings of the 9th International Conference on Communication and Media (i-COME 24)

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Leveraging Social Media: A Game-Changer for Modern Businesses

Authors
Aida Suhana Abdul Hamid1, *, Wan Nor Hidayah Wan Affandi1, Mohd Nasrul Faiz Abu Azal1
1Universiti Poly-Tech Malaysia UPTM, 56100, Kuala Lumpur, Malaysia
*Corresponding author. Email: aida_suhana@uptm.edu.my
Corresponding Author
Aida Suhana Abdul Hamid
Available Online 29 May 2025.
DOI
10.2991/978-94-6463-756-4_3How to use a DOI?
Keywords
Social Media; Influencer; Brand Awareness; Product Demand
Abstract

Social media has revolutionized modern business, with influencers at the forefront, redefining marketing strategies through their ability to engage and persuade large audiences. Companies leveraging these influential voices can amplify brand messages, drive consumer behavior, and unlock growth opportunities in our increasingly connected world. This study examined social media’s impact on business performance, focusing on branding and product demand. Using a quantitative approach, a surveyed was conducted among 254 online sellers in Kuala Lumpur and Selangor, Malaysia, allowing for a systematic analysis of social media’s role in contemporary business practices within this region. Results showed a significant relationship between social media use and business enhancement, particularly in brand awareness and product demand. Social media platforms proved crucial for expanding market reach, fostering customer engagement, and facilitating real-time feedback. The study also highlighted the importance of influencer partnerships in shaping consumer perceptions and driving purchases. This research contributes to digital marketing literature by providing empirical evidence of social media’s effectiveness in business growth strategies. It offers insights for entrepreneurs, marketers, and business leaders on optimizing social media presence and leveraging influencer collaborations, underscoring the need for businesses to adapt to the evolving digital landscape to remain competitive.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Communication and Media (i-COME 24)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
29 May 2025
ISBN
978-94-6463-756-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-756-4_3How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aida Suhana Abdul Hamid
AU  - Wan Nor Hidayah Wan Affandi
AU  - Mohd Nasrul Faiz Abu Azal
PY  - 2025
DA  - 2025/05/29
TI  - Leveraging Social Media: A Game-Changer for Modern Businesses
BT  - Proceedings of the 9th International Conference on Communication and Media (i-COME 24)
PB  - Atlantis Press
SP  - 15
EP  - 27
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-756-4_3
DO  - 10.2991/978-94-6463-756-4_3
ID  - Hamid2025
ER  -