Marketing in Social Networks: Key Trends and Development Forecasts

Authors

  • Hassan Ali Al-Ababneh Department of Electronic Marketing and Social Media, Zarqa University, Zarqa, Jordan
  • Akef Yousef Alzyadat Department of E – Marketing and Social Communication, Irbid National University, Irbid, Jordan
  • Ahmad Mohammad Al-Husban Department of E – Marketing and Social Communication, Irbid National University, Irbid, Jordan
  • Firas Jamil Alotoum Department of Marketing, Faculty of Business, Applied Science Private University, Amman, Jordan
  • Barween Al Kurdi Department of Marketing, School of Business, The University of Jordan, Amman, Jordan
  • Тatyana Ibragimkhalilova Department of Marketing and Logistics, Donetsk National University, Donetsk, Ukraine
  • Fawaz Mohd Salim Barhoush Department of Business, Luminus Technical University College, Amman, Jordan

DOI:

https://doi.org/10.32479/irmm.19195

Keywords:

Social Networks, Marketing, Promotion, Digital, Technology

Abstract

The article studies key trends and develops a methodology for forecasting the prospects for the development of social media marketing (SMM), which is relevant in the context of accelerated digitalization and globalization of world markets. The purpose of the study was to create tools that allow modern companies to adapt their marketing strategies to the changing conditions of the digital environment and effectively manage brand promotion in social networks. As a result of the work, the main trends in SMM were identified, such as the growing influence of video content, the use of augmented reality and chatbots to increase user engagement, as well as the use of artificial intelligence technologies to personalize interaction with the audience. Particular attention is paid to the impact of social networks on retail sales and e-commerce, which actualizes the task of forecasting future changes in consumer preferences. The developed short-term forecasting methodology is based on the analysis of the identified trends and helps businesses assess the impact of social media on marketing and sales volumes. The results of the study can become the basis for further development of strategies for promoting and maintaining the competitive positions of brands in a dynamically changing digital environment.

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Published

2025-06-23

How to Cite

Al-Ababneh, H. A., Alzyadat, A. Y., Al-Husban, A. M., Alotoum, F. J., Al Kurdi, B., Ibragimkhalilova Т., & Barhoush, F. M. S. (2025). Marketing in Social Networks: Key Trends and Development Forecasts. International Review of Management and Marketing, 15(4), 388–396. https://doi.org/10.32479/irmm.19195

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