Ramifications of social media content marketing on firm survival: MetaAnalysis

Abstract

The rapid proliferation of social media has transformed content marketing into a critical strategy for firm survival in the digital age. This research paper synthesised the existing literature to evaluate the impact of social media content marketing on organisational resilience and longevity. By conducting a meta-analysis of 50 peer-reviewed studies published between 2010 and 2023, the paper identified key trends, outcomes, and challenges associated with social media content marketing. Findings revealled that effective content marketing strategies, such as storytelling, user-generated content, and influencer collaborations, significantly enhanced brand visibility, customer engagement, and loyalty, which were critical for firm survival in competitive markets. However, the study also highlighted potential risks, including reputational damage from poorly managed campaigns and the high costs of maintaining consistent, high-quality content. The paper further explored the role of platform algorithms, 
audience targeting, and data analytics in optimising content marketing efforts. It emphasises the importance of adaptability and innovation in responding to evolving consumer preferences and technological advancements. The meta-analysis concluded that while social media content marketing offerred substantial opportunities for firm survival, its success depended on strategic planning, ethical practices, and continuous performance evaluation. This research contributed to the broader discourse on digital marketing by providing evidence-based insights for practitioners and scholars, ultimately guiding firms in leveraging social media to ensure long term sustainability.