IMPACT OF DIGITAL TRANSFORMATION, E-COMMERCE, AND SOCIAL MEDIA ON THE MARKETING LANDSCAPE
DOI:
https://doi.org/10.29121/ijetmr.v13.i5.2026.1772Keywords:
Digital Transformation, E-Commerce, Social Media, Marketing Landscape, Consumer EngagementAbstract
The rapid growth of digital technologies has revolutionized the way organizations operate and interact with their customers. Social media, e-commerce, and the digital transformation are emerging as critical elements that are reshaping the marketing landscape and empowering businesses to enhance customer journeys and connect with a broader audience.A quantitative research design was adopted for this study, which involved a study on the relationships between the dependent variable (marketing landscape) and independent variables (digital transformation, social media and e-commerce) using regression analysis and descriptive statistics.Even though there was a positive effect on marketing techniques with the use of social media and the digital transformation, it was found that the most important factor was e-commerce, explaining the greatest variance in the marketing landscape. This means that for organizations to be competitive, they need to integrate digital innovations, engagement through interaction and social media, and online platforms.The study revealed that social media, digital transformation, and e-commerce are integral parts of today's marketing strategies. Companies that can successfully incorporate these elements will not only be more flexible and reach a larger audience but also thrive in the ever-evolving digital world in the long run.
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