Leighann Geoghegan

ABSTRACT

The rapid expansion of digital technologies and social networking platforms has fundamentally reshaped the relationship between businesses and consumers, creating new opportunities for marketing communication and customer engagement. Organizations increasingly rely on digital and social media channels to strengthen brand visibility, improve customer interactions, and enhance business performance through cost-effective promotional strategies. Despite these advantages, firms continue to encounter challenges associated with information overload, consumer privacy concerns, negative online reviews, misinformation, and maintaining authentic digital relationships