THE MOST EFFECTIVE DIGITAL MARKETING TECHNIQUES FOR REPUTATION REPAIR

Abstract

Internet use and social media have altered consumer behavior and corporate operations. Companies have numerous chances because of social and digital marketing, which lowers expenses while raising brand awareness and revenue. However, there are serious issues with unfavorable online word-of-mouth and overbearing brand presence. This study includes the collective knowledge of several leading experts on social media and digital marketing-related subjects. The opinions of the experts offer a comprehensive narrative on the most crucial aspects of this subject as well as viewpoints on more specialized issues like artificial intelligence, marketing that uses augmented reality, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth, and related ethical concerns. In this study, which provides a significant and pertinent contribution to academics and practitioners, the limitations of the current research, the research gaps, and the issues and propositions that might assist in advancing knowledge in the digital and social marketing field are highlighted.

Keywords: Social Media, Social Marketing, Issues, Research, Perspectives, Opportunities