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The Role of Social Media Presence and Personalization in Increasing Sales and Achieving Sustainable Business Growth

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Abstract

While most businesses are now aware of the importance of focusing their marketing efforts on online advertising, many still struggle to effectively target their audience and convert online users to loyal customers. Nowadays, one of the main challenges faced by businesses is achieving sustainable growth and making profit on the long run while meeting the constantly changing demands of customers. Taking into consideration the psychology of consumer behavior, the marketing strategies implemented, and the external factors that influence individuals, a comprehensive understanding of all those factors combined is necessary to plan and execute well-defined strategies for marketing professionals to follow. For that reason, a conceptual framework was designed to display all elements that contribute to increasing sales and achieving sustainable business growth by utilizing social media strategically. Those factors were grouped into four main themes that cover effective marketing strategies, good customer relationships, personalization, and data collection.

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Authors and Affiliations

  1. Faculty of Business and Management, University of Balamand, Balamand, Lebanon

    Lilian Shmait, Lea Hamati, Barbara Remlaoui, Nour Y. Khalil, Christine Haidar, Sana Nasr, Rita Nasr & Sam El Nemar

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  1. Lilian Shmait
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  2. Lea Hamati
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  3. Barbara Remlaoui
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  7. Rita Nasr
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Correspondence to Lilian Shmait .

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Editors and Affiliations

  1. Beirut Arab University, Tripoli, Lebanon

    Hani El-Chaarani

  2. University of Nicosia, Doha, Qatar

    Ibtihaj El Dandachi

  3. Azm University, Tripoli, Lebanon

    Sam El Nemar

  4. ESA-École Supérieure des Affaires, Beirut, Lebanon

    Zouhour EL Abiad

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Shmait, L. et al. (2023). The Role of Social Media Presence and Personalization in Increasing Sales and Achieving Sustainable Business Growth. In: El-Chaarani, H., El Dandachi, I., El Nemar, S., EL Abiad, Z. (eds) Navigating the Intersection of Business, Sustainability and Technology. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Singapore. https://doi.org/10.1007/978-981-99-8572-2_9

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