The Impact Of Social Media Usage On Business Success: A Systematic Literature Review

Abstract

Social media has become a highly influential tool in entrepreneurship, particularly in marketing, branding, and business development. This study aims to identify, evaluate, and interpret relevant research addressing the impact of social media on sales growth, brand awareness, brand image, and posting frequency in increasing visitors and attracting new customers. A Systematic Literature Review (SLR) method was employed by searching relevant studies through Google Scholar and screening the literature based on predefined inclusion and exclusion criteria. From an initial dataset of 23,900 records, 48 relevant journals were identified, followed by further screening that resulted in 19 articles, and finally, 8 high-quality articles were selected for in-depth analysis. The findings indicate that the use of social media platforms such as Instagram, Facebook, and WhatsApp significantly contributes to expanding market reach and increasing product sales. Consistent marketing strategies and high-quality content are effective in strengthening brand awareness and creating a positive brand image. Furthermore, posting frequency shows a significant correlation with increased visitors and new customers. Therefore, planned marketing strategies, content quality and frequency, and customer interaction can support sustainable business growth.