Introduction The role of social media marketing in brand building has become increasingly significant as businesses adapt to technological advancement during this digital age. Social media sites such as Facebook and Twitter offer a practical of effective tools that businesses can utilize not just for advertisement but to the overall marketing strategy to build one’s brand. This review provides an overview of digital marketing, branding, and social media marketing. By synthesizing key insights, this review offers valuable guidance for developing effective online marketing strategies that foster brand loyalty and customer relationships. Literature Review Social media sites emerged as an effective marketing channel due to the extended range of audiences that marketers can utilize to reach their target market, acquire customers, and foster customer loyalty with the aid of strategic branding. Popular social media sites have features or tools like metrics or insights of customer reach, aggregated data of users’ interests, and customization advertising opportunities. However, many start-up businesses are unaware of the benefits that social media marketing can do to build one’s brand, which is essential for the growth of the business. Digital marketing in the modern era Digital marketing has revolutionized how businesses promote their brands and engage with their target audience. Dwivedi et al. (2021) argue that digital and social marketing presents significant opportunities for organizations, including lower costs, improved brand awareness, and increased sales. However, challenges arise from negative electronic word-of-mouth and intrusive online brand presence. The authors highlight the evolution of digital and social media marketing, necessitating new tools and talent to meet changing market conditions and consumer preferences, providing examples such as the rise of TikTok as a viable platform for business growth, the importance of ethical practice in AI and machine learning, and the impact of trust and customer engagement on electronic word-of-mouth, support their arguments. Branding and marketing I argue that branding plays vital role in enabling businesses to stand out and build customer trust. Bastos & Levy (2021) defined branding as the activation of brand strategy through stories and design experiences that connect with people's hearts, while marketing focuses on executing the marketing strategy to ensure the right people know about the brand. It is also stated that successful brands effectively use both branding and marketing to create customer loyalty and increase sales, highlighting the importance of both elements in the digital landscape. Therefore, social media marketing could aid in the brand-building of a business. Social media marketing for brand building In my opinion, social media has emerged as a reliable platform for brand building. Thompson et al. (2018) proved that using social media as a marketing channel to a reach wider audience for brand building is attainable. Although the study focused on sports events as the main agenda in social media, brands can take advantage of various events to showcase their brand to a wider audience, especially if the target market of the brands are those who are most likely to attend these events and interested to hear about using social media. Moreover, a strong social media presence significantly influences a brand's perception, value, and strength among consumers. Ebrahim (2020) demonstrates that social media is crucial role in shaping brand equity dimensions, such as trendiness, customization, and word-of-mouth. Ki et al. (2020) support this finding, concluding that social media presence substantially influences brand awareness, image, and loyalty. Hence, careful planning and execution of social media marketing strategies are recommended to ensure a positive impact on brand equity. Content Marketing on Social Media Platforms I have studied several business case studies, and I argue that making social media content for marketing is adequate for most businesses. Content marketing is indeed a strategic tool for brand building. Lou et al. (2019) stated that content marketing involves creating and distributing valuable, relevant content that engages target audiences, strengthens brand identity, and builds long-term customer relationships. Social media platforms, such as YouTube and Facebook, amplify brand messages and reach a broader audience, as highlighted by Forrest (2019). It was found that branded content marketing on YouTube significantly impacts on brand development, loyalty, and purchase intentions. Thus, creating engaging contents that portrays the businesses brand could be beneficial. Digital marketing campaign and consumer behavior Digital marketing campaigns through various channels, such as social media platforms, significantly impact consumer behavior. Alghizzawi (2019) found that these campaigns influence attitudes, perceptions, decision-making processes, and purchasing behaviors. Leveraging digital marketing tools and channels can improve customer support and enhance business profitability. Hence, developing digital marketing strategies that effectively engage the target customer segment is crucial in leveraging the presence of modern digital channels. Conclusion This literature review highlights the importance and impact of social media marketing in various aspects of business. The digital age presents businesses with challenges and opportunities to reach and engage their target audience effectively. Businesses can maximize reach, audience engagement, and lead conversion by leveraging digital channels and techniques such as social media. A well-established social media presence shapes consumers' brand perception, value, and strength.. Additionally, content marketing is a crucial in building brand identity and fostering long-term customer relationships. Social media marketing campaigns significantly impact consumer behavior, highlighting the immense potential and importance of leveraging social media marketing strategies for businesses to succeed and thrive in the digital landscape. References Bastos, W., & Levy, S. J. (2012). A history of the concept of branding: practice and theory. 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