How Does Social Media Marketing (SMM) Influence Marketing Performance Under Covid-19 Situation

Abstract

This review deepens our understanding of how COVID-19's mandated digital channel adaption has impacted social media marketing's ability to build brand equity. We suggest a conceptual framework based on an extensive literature study that addresses the following research question: How does Social Media Marketing (SMM) influence marketing performance under Covid-19 situation?The study did a literature analysis that looked at numerous studies on customer engagement with SMM and marketing effectiveness. The exogenous variables were market strategy under covid-19 situation.