The Influence of Product Innovation and the Use of Social Media in Marketing on Business Growth: Systematic Literature Review

This study aims to examine the influence of product innovation and social media marketing on business growth. This research employs a Systematic Literature Review (SLR) approach to identify, evaluate, and synthesize findings from previous studies concerning product innovation, social media marketing, and business growth. Relevant literature was collected through Google Scholar using appropriate keywords and selected based on predetermined inclusion criteria, with the publication period covering recent years. The results indicate that product innovation generally has a positive influence on consumer interest, purchasing decisions, market performance, and business competitiveness. Innovation enables businesses to develop products that respond to changing customer needs and market conditions. Social media marketing also predominantly contributes positively to business performance and growth by expanding market reach, increasing product visibility, strengthening customer relationships, and facilitating direct communication. Furthermore, social media provides customer and market information that can support product innovation and business development. However, effectiveness depends on organizational and technological capabilities, including management support, employee competence, technological readiness, cost, and perceived complexity. Overall, integrating product innovation with social media marketing can strengthen customer engagement, competitiveness, and sustainable business growth.

Перевод пока недоступен