Skip to main content
Springer Nature Link
Log in

Analyzing and Implementing Marketing Strategies in Social Networks: A Case Study from SMM Studio

  • Chapter
  • First Online:
Developments in Information and Knowledge Management Systems for Business Applications

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 602))

  • 26 Accesses

Abstract

This paper examines the implementation of marketing strategies on social networks, focusing on a case study of DF Studio, an SMM studio. It highlights the transition from traditional media to digital platforms, emphasizing the significance of social networks like Instagram and Threads for brand promotion. The study analyzes effective methods and tools for social media marketing, demonstrating how these platforms facilitate direct communication with target audiences and boost brand awareness. It also investigates social media marketing strategies in Ukraine and worldwide, comparing the efficacy of various approaches. The paper includes a competitive analysis of DF Studio’s Instagram page against other SMM agencies, identifying key success factors and areas for improvement. The implementation section outlines the creation of content plans, visual elements and the analysis of engagement statistics. The study concludes that a systematic approach to social media marketing, regular analysis of statistics, and adaptation to audience needs are vital for success in the digital age. Social media platforms provide limitless opportunities for brand development, making them essential tools for contemporary marketing strategies.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+
from €37.37 /Month
  • Starting from 10 chapters or articles per month
  • Access and download chapters and articles from more than 300k books and 2,500 journals
  • Cancel anytime
View plans

Buy Now

Chapter
EUR 29.95
Price includes VAT (Netherlands)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
EUR 192.59
Price includes VAT (Netherlands)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
EUR 250.69
Price includes VAT (Netherlands)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Explore related subjects

Discover the latest articles, books and news in related subjects, suggested using machine learning.

References

  1. Cho, H., Cannon, J., Lopez, R., Li, W.: Social media literacy: a conceptual framework. New Media Soc. 26(2), 941–960 (2024)

    Article  Google Scholar 

  2. Moedeen, S., Aw, E.C.X., Alryalat, M., Wei-Han Tan, G., Cham, T.H., Ooi, K.B., Dwivedi, Y.K.: Social media marketing in the digital age: empower consumers to win big? Asia Pac. J. Mark. Logist. 36(1), 66–84 (2024)

    Article  Google Scholar 

  3. Dwivedi, Y.K., Kapoor, K.K., Chen, H.: Social media marketing and advertising. Mark. Rev. 15(3), 289–309 (2015)

    Article  Google Scholar 

  4. Alves, H., Fernandes, C., Raposo, M.: Social media marketing: a literature review and implications. Psychol. Mark. 33(12), 1029–1038 (2016)

    Article  Google Scholar 

  5. Kaur, S.: Social media marketing. Asian J. Multidimen. Res. 5(4), 6–12 (2016)

    Google Scholar 

  6. Baroi, I., De, S.: Comparative advancements and challenges of branding strategy in business-to-business scenarios. Int. J. Inform. Eng. Electron. Bus. 15(4), 26–33 (2023)

    Google Scholar 

  7. Alfian, R., Nugroho, W., Yuliana, L.: Analysis of brand awareness, brand loyalty and brand reputation on purchase decisions. Jurnal Bisnis dan Manajemen 11(1), 63–74 (2024)

    Google Scholar 

  8. Stephen, A.T.: The role of digital and social media marketing in consumer behavior. Curr. Opin. Psychol. 10, 17–21 (2016)

    Article  Google Scholar 

  9. Nadaraja, R., Yazdanifard, R.: Social media marketing: advantages and disadvantages. Center Southern New Hempshire Univ. 1(1), 1–10 (2013)

    Google Scholar 

  10. Keegan, B.J., Rowley, J.: Evaluation and decision making in social media marketing. Manage. Decis. 55(1), 15–31 (2017)

    Article  Google Scholar 

  11. Broersma, M.: Audience engagement. Int. Encyclop. J. Stud. 1–6 (2019)

    Google Scholar 

  12. Moe, H., Poell, T., Van Dijck, J.: Rearticulating audience engagement: social media and television. Telev. New Media 17(2), 99–107 (2016)

    Article  Google Scholar 

  13. Davydova, I., Marina, O., Slianyk, A., Syerov, Y.: Social networks in developing the internet strategy for libraries in Ukraine. In: Proceedings of the 1st International Workshop on Control, Optimisation and Analytical Processing of Social Networks (COAPSN-2019), Lviv, Ukraine, May 16–17, 2019 (2019). https://ceur-ws.org/Vol-2392/paper10.pdf

  14. Fkih, F., Al-Turaif, G.: Threat modelling and detection using semantic network for improving social media safety. Int. J. Comput. Netw. Inform. Sec. 15(1), 39–53 (2023). https://doi.org/10.5815/ijcnis.2023.01.04

    Article  Google Scholar 

  15. Tuten, T., Mintu-Wimsatt, A.: Advancing our understanding of the theory and practice of social media marketing: Introduction to the special issue. J. Mark. Theory Pract. 26(1–2), 1–3 (2018)

    Article  Google Scholar 

  16. Felix, R., Rauschnabel, P.A., Hinsch, C.: Elements of strategic social media marketing: a holistic framework. J. Bus. Res. 70, 118–126 (2017)

    Article  Google Scholar 

  17. Vinerean, S.: Importance of strategic social media marketing. Exp. J. Mark. 5(1), 28–35 (2017)

    Google Scholar 

  18. Andrea, R., Khoirunnita, A.: Nuratika, “e-commerce information system for marketing agricultural products in Kutai Kartanegara regency.” Int. J. Inform. Eng. Electron. Bus. 16(6), 62–70 (2024). https://doi.org/10.5815/ijieeb.2024.06.05

    Article  Google Scholar 

  19. Järvinen, J., Tollinen, A., Karjaluoto, H., Jayawardhena, C.: Digital and social media marketing usage in B2B industrial section. Mark. Manage. J. 22(2), 102–117 (2012)

    Google Scholar 

  20. Kim, J.: Audience engagement: enhancing interaction in the digital age. Glob. Media J. 22(70), 1–3 (2024)

    Google Scholar 

  21. Fauska, P., Kryvinska, N., Strauss, C.: The role of e-commerce in B2B markets of goods and services. Int. J. Serv. Econ. Manage. Indersci. 5(1/2), 41–71 (2013)

    Google Scholar 

  22. Korobiichuk, I., Fedushko, S., Juś, A., Syerov, Y.: Methods of determining information support of web community user personal data verification system. In: Automation 2017. ICA 2017. Advances in Intelligent Systems and Computing, vol. 550. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-54042-9_13

  23. Tafesse, W., Wien, A.: Implementing social media marketing strategically: an empirical assessment. J. Mark. Manage. 34(9–10), 732–749 (2018)

    Google Scholar 

  24. Li, F., Larimo, J., Leonidou, L.C.: Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. J. Acad. Mark. Sci. 49, 51–70 (2021)

    Article  Google Scholar 

  25. Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P., Islam, R.: Social media marketing: comparative effect of advertisement sources. J. Retail. Consum. Serv. 46, 58–69 (2019)

    Article  Google Scholar 

  26. Narayan, R., Samanta, P.: A machine learning approach for sentiment analysis using social media posts. Int. J. Inform. Technol. Comput. Sci. 16(5), 23–35 (2024). https://doi.org/10.5815/ijitcs.2024.05.02

    Article  Google Scholar 

  27. Vargo, S.L., Fehrer, J.A., Wieland, H., Nariswari, A.: The nature and fundamental elements of digital service innovation. J. Serv. Manage. 35(2), 227–252 (2024)

    Article  Google Scholar 

  28. Sahana, V., Anil Kumar, K.M., Darem, A.A.: A comparative analysis of machine learning techniques for cyberbullying detection on form spring in textual modality. Int. J. Comput. Netw. Inform. Sec. 15(4), 36–47 (2023). https://doi.org/10.5815/ijcnis.2023.04.04

  29. Wang, Z.: Navigating the digital future: strategies for corporate digital transformation. In: 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024), pp. 375–381. Atlantis Press (2024)

    Google Scholar 

  30. Hu, Z., Gnatyuk, S., Akhmetov, B., Simakhin, V., Ospanova, D., Akatayev, N.: Method for cyber threats detection and identification in modern cloud services. In: Advances in Computer Science for Engineering and Education IV. ICCSEEA 2021. Lecture Notes on Data Engineering and Communications Technologies, vol. 83. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-80472-5_28

  31. Hu, Z., Odarchenko, R., Gnatyuk, S., Zaliskyi, M., Chaplits, A., Bondar, S., Borovik, V.: Statistical techniques for detecting cyberattacks on computer networks based on an analysis of abnormal traffic behavior. Int. J. Comput Netw. Inform. Sec. 12(6), 1–13 (2020). https://doi.org/10.5815/ijcnis.2020.06.01

    Article  Google Scholar 

  32. Zhan, Y., Ahmad, S., Irshad, M., Al-Razgan, M., Awwad, E., Ali, Y., Ayassrah, A.:. Investigating the role of cybersecurity’s perceived threats in the adoption of health information systems. Heliyon 10(1)

    Google Scholar 

  33. Alalwan, A., Rana, N., Dwivedi, Y., Algharabat, R.: Social media in marketing: a review and analysis of the existing literature. Telematics Inform. 34(7), 1177–1190 (2017)

    Article  Google Scholar 

  34. Jacobson, J., Gruzd, A., Hernández-García, Á.: Social media marketing: who is watching the watchers? J. Retail. Consum. Serv. 53, 101774 (2020)

    Article  Google Scholar 

  35. Pradiptarini, C.: Social media marketing: Measuring its effectiveness and identifying the target market. UW-L J. Undergr. Res. 14(2), 2 (2011)

    Google Scholar 

  36. Medina, M., Portilla, I., Pereira, T.: Exploring what audience engagement means for media companies. Revista de Comunicación 22(2), 339–352 (2023)

    Article  Google Scholar 

  37. Meier, K., Kraus, D., Michaeler, E.: Audience engagement in a post-truth age: what it means and how to learn the activities connected with it. Digit. Journal. 6(8), 1052–1063 (2018)

    Google Scholar 

  38. Bajpai, V., Pandey, S., Shriwas, S.: Social media marketing: Strategies & its impact. Int. J. Social Sci. Interdisc. Res. 1(7), 214–223 (2012)

    Google Scholar 

  39. Fedushko, S.:. Network approach to linguistic pattern analysis for user gender identification of social internet services. In: Data-Centric Business and Applications. Lecture Notes on Data Engineering and Communications Technologies, vol. 213. Springer, Cham (2024). https://doi.org/10.1007/978-3-031-62213-7_7

  40. Yenilmez Kacar, G.: Instagram as one tool, two stages: self-presentational differences between main feed and story on Instagram. Atlantic J. Commun. 32(1), 108–123 (2024)

    Article  Google Scholar 

  41. Xie, Z., Deng, S., Liu, P., Lou, X., Xu, C., Li, D.: Characterizing anti-vaping posts (2024). Ogunsuyi Opeyemi, J., Ojo, A.K.: K-nearest neighbors Bayesian approach to false news detection from text on social media. Int. J. Educ. Manage. Eng. 12(4), 22–32 (2022). https://doi.org/10.5815/ijeme.2022.04.03

  42. Syerov, Y., Fedushko, S., Loboda, Z.: Determination of development scenarios of the educational web forum. In: 2016 XIth International Scientific and Technical Conference Computer Sciences and Information Technologies (CSIT), Lviv, Ukraine, pp. 73–76 (2016). https://doi.org/10.1109/STC-CSIT.2016.7589872

  43. L’Abate, V., Raimo, N., Albergo, F., Vitolla, F.: Social media to disseminate circular economy information. An empirical analysis on Twitter. Corp. Social Respons. Environ. Manage. 31(1), 528–539 (2024)

    Google Scholar 

  44. Jeong, U., Sheth, P., Tahir, A., Alatawi, F., Bernard, H., Liu, H.: Exploring platform migration patterns between twitter and mastodon: a user behavior study. In: Proceedings of the International AAAI Conference on Web and Social Media, vol. 18, pp. 738–750 (2024)

    Google Scholar 

  45. Panggabean, H.L., Ariyani, F., Susilowati, T., Sidjabat, S., Subagio, M., Suryawan, R.F.: Application of promotion mix in higher education promotion: in a review. Seascap. J. Econ. Manage. Bus. 1(1), 86–95 (2024)

    Google Scholar 

  46. Sharma, R.R., Kaur, T., Syan, A.S.: Market segmentation, targeting and positioning. In: Sustainability Marketing: New Directions and Practices, pp. 119–132. Emerald (2021)

    Google Scholar 

  47. Korobiichuk, I., Fedushko, S., Juś, A., Syerov, Y. (2017). Methods of determining information support of web community user personal data verification system. In: Szewczyk, R., Zieliński, C., Kaliczyńska, M. (eds.) Automation 2017. ICA 2017. Advances in Intelligent Systems and Computing, vol. 550, Springer, Cham. https://doi.org/10.1007/978-3-319-54042-9_13

  48. Sharma, S., Verma, H.V.: Social media marketing: evolution and change. In: Social Media Marketing: Emerging Concepts and Applications, pp. 19–36 (2018)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Lviv Polytechnic National University, Lviv, Ukraine

    Yuriy Syerov, Oksana Hoshovska & Denys Hambotov

  2. Comenius University Bratislava, Bratislava, Slovakia

    Yuriy Syerov

  3. Borys Grinchenko Kyiv Metropolitan University, Kyiv, Ukraine

    Olha Hutsol

Authors
  1. Yuriy Syerov
    View author publications

    Search author on:PubMed Google Scholar

  2. Oksana Hoshovska
    View author publications

    Search author on:PubMed Google Scholar

  3. Olha Hutsol
    View author publications

    Search author on:PubMed Google Scholar

  4. Denys Hambotov
    View author publications

    Search author on:PubMed Google Scholar

Corresponding author

Correspondence to Yuriy Syerov .

Editor information

Editors and Affiliations

  1. Faculty of Management, Comenius University, Bratislava, Slovakia

    Peter Štarchoň

  2. Faculty of Management, Comenius University, Bratislava, Slovakia

    Solomiia Fedushko

  3. Department of Marketing and Commerce, Faculty of Management, Comenius University, Bratislava, Slovakia

    Katarína Gubíniova

Rights and permissions

Reprints and permissions

Copyright information

© 2026 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Syerov, Y., Hoshovska, O., Hutsol, O., Hambotov, D. (2026). Analyzing and Implementing Marketing Strategies in Social Networks: A Case Study from SMM Studio. In: Štarchoň, P., Fedushko, S., Gubíniova, K. (eds) Developments in Information and Knowledge Management Systems for Business Applications. Studies in Systems, Decision and Control, vol 602. Springer, Cham. https://doi.org/10.1007/978-3-031-95955-4_25

Download citation

Keywords

Publish with us

Policies and ethics