The Effectiveness of Social Media Platforms in Global Brand Engagement: A Systematic Literature Review

Abstract

This article investigates the effectiveness of social media
platforms in fostering global brand engagement, a subject
of growing importance as digital communication reshapes
brand-consumer relationships. The study employs a
systematic literature review of peer-reviewed articles
published between 2009 and 2021 to synthesize fragmented
insights across marketing and information systems research.
Findings reveal that social media enhances engagement by
enabling co-created narratives, user-generated authenticity,
and interactive experiences that strengthen trust, loyalty,
and advocacy. The discussion highlights how engagement is
mediated by platform affordances, cultural differences, and
technological innovations such as personalization and
analytics, while also drawing attention to ethical challenges
surrounding consumer privacy and manipulation. The
review concludes that effective global engagement depends
not on uniform approaches but on adaptable, consumercentric
strategies that balance creativity, authenticity, and
contextual sensitivity. These insights provide a foundation
for both scholars seeking conceptual clarity and
practitioners aiming to optimize engagement in diverse
markets.