Analyzing The Effectiveness of New Emerging Trends in ‎SocialMedia Marketing in Reshaping The E-Commerce ‎Business

  • Authors

    • Dr. Nilesh Anute Associate Professor, Balaji Institute of Management & Human Resource Development, Sri Balaji University‎, Pune
    • Dr. Mayank Tripathi Assistant Professor, Pranveer Singh Institute of Technology, Kanpur
    • Dr. Kunal Patil Associate Professor, Dr D Y Patil Institute of Management Studies, Akurdi, Pune
    • Dr. Siddharth Shimpi Associate Professor, Balaji Institute of Management and Human Resource Development,‎ Sri Balaji University, Pune
    • Dr. Ganesh Pathak Associate Professor, Balaji Institute of Modern Management, Sri Balaji University, Pune (SBUP)‎
    • Dr. Prashant Kalshetti Professor & Head, Dept.of BBA, Dr. D Y Patil Vidyapeeth, Global Business School and Research Centre, Pune
    • Dr. Shailesh Tripathi Professor, Balaji Institute of Management and Human Resource Development, Sri Balaji University, Pune
    https://doi.org/10.14419/th15e564

    Received date: August 11, 2025

    Accepted date: September 21, 2025

    Published date: October 3, 2025

  • E-commerce; Social Media Marketing; Influencer Marketing; AI Chatbots; Video ‎Content; Customer Engagement; Personalization; Digital Transformation.

  • Abstract

    In the dynamic field of e-commerce, social media marketing serves as a crucial tool for ‎enhancing consumer engagement, brand awareness, and sales conversions. Businesses are ‎redefining digital strategies to enhance engagement with online consumers through the ‎incorporation of emerging trends, including influencer marketing, short-form video content, ‎AI-driven chatbots, live shopping, and personalized advertisements. This study evaluates the ‎effectiveness of emerging trends in social media marketing and their impact on the evolution ‎of e-commerce businesses. A standardized questionnaire was distributed to 165 e-commerce ‎consumers to gather quantitative data. The findings indicate that video content and influencer ‎endorsements significantly affect consumer behavior, while AI-driven customization and ‎interactive features improve user satisfaction and shape purchasing decisions. This study ‎outlines effective strategies and offers recommendations for businesses aiming to improve ‎their social media marketing efforts‎.

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  • How to Cite

    Anute , D. N. ., Tripathi , D. M. ., Patil , D. K. ., Shimpi , D. S. ., Pathak , D. G. ., Kalshetti , D. P. ., & Tripathi, D. S. . (2025). Analyzing The Effectiveness of New Emerging Trends in ‎SocialMedia Marketing in Reshaping The E-Commerce ‎Business. International Journal of Accounting and Economics Studies, 12(6), 119-129. https://doi.org/10.14419/th15e564