Olivas Fonteboa, Estefania2024-07-092024-07-092024-07-01https://hdl.handle.net/10115/37228Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Vera GelashviliIN THE DIGITAL AGE, THE LANDSCAPE OF MARKETING HAS UNDERGONE A SIGNIFICANT TRANSFORMATION. THE ADVENT OF THE INTERNET AND THE PROLIFERATION OF DIGITAL DEVICES HAVE PAVED THE WAY FOR NEW MARKETING CHANNELS, STRATEGIES, AND TOOLS. AMONG THESE, SOCIAL MEDIA HAS EMERGED AS A DOMINANT FORCE, INFLUENCING NOT ONLY HOW BUSINESSES MARKET THEIR PRODUCTS AND SERVICES BUT ALSO HOW CONSUMERS PERCEIVE AND INTERACT WITH BRANDS. THIS RESEARCH PAPER DELVES INTO THE USE OF SOCIAL MEDIA AS A MARKETING TOOL, EXPLORING ITS EVOLUTION, BENEFITS, CHALLENGES, AND ITS COMPARISON WITH TRADITIONAL MARKETING TOOLS.engDigitalsocial mediainfluencermarketingadvertisingbrandsconsumerengagemetricscontentUGCInstagramFacebookTwitteralgorithmbrand loyaltysegmentationinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess