SOCIAL MEDIA AND SOCIAL INTELLIGENCE – INNOVATIVE APPROACHES TO MARKETING MANAGEMENT OF BRAND POSITIONING
DOI:
https://doi.org/10.32782/pdau.eco.2026.5.20Keywords:
social media, social intelligence, marketing management, brand, target audience, communication strategies, social networksAbstract
The article examines the role of social media and social intelligence as key drivers of innovative approaches to brand positioning marketing management in the context of the digital transformation of the economy. It is substantiated that the rapid development of digital communications, the increasing activity of users on social networking platforms, and the changing patterns of consumer behavior necessitate the revision of traditional approaches to brand development and promotion. Social media are considered an effective tool for two-way communication between a brand and its target audience, ensuring prompt information exchange, enhancing consumer trust, building a positive reputation, strengthening customer loyalty, and expanding a company’s market presence. Particular attention is paid to social intelligence as an essential component of modern marketing management, determining the ability of organizations to analyze social interactions, interpret consumers’ behavioral signals, anticipate changes in their needs, and promptly adapt marketing decisions to the dynamic market environment. It is determined that the integration of social intelligence with the capabilities of social media contributes to the personalization of marketing communications, improves the effectiveness of content strategies, fosters emotional connections with consumers, and strengthens the competitive position of a brand. The study highlights contemporary approaches to the use of digital analytics, public opinion monitoring, customer feedback analysis, and user-generated content as the basis for informed managerial decision-making. It is emphasized that the successful integration of social media tools with the principles of social intelligence enhances the effectiveness of marketing strategies, creates sustainable competitive advantages, strengthens brand positioning, and generates long-term value for enterprises operating in highly competitive and rapidly changing digital environments.
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Develi, A., Pekkan, N. U., & Cavus, M. F. (2022). Social intelligence at work and its implication for organizational identification: A sectoral comparison. Independent Journal of Management & Production, 13, 364–383. DOI: https://doi.org/10.14807/ijmp.v13i1.1555
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Hietschold, N., Voegtlin, C., Scherer, A. G., & Gehman, J. (2022). Pathways to social value and social change: An integrative review of the social entrepreneurship literature. International Journal of Management Reviews. DOI: https://doi.org/10.1111/ijmr.12321
Klen, A. (2024). GRIS articulator: A social business archetype for management in responsibility and social intelligence from the perspective of social, environmental, and corporate governance. Inclusão Social, 17(2). DOI: https://doi.org/10.18225/inc.soc.v17i2.6995
Mehtap, Ö., Duyar, V., & Halis, M. (2024). The impact of social intelligence on engagement and person–organization fit: A mediation analysis through political skill. Review of Business Management, 26, 1–24. DOI: https://doi.org/10.7819/rbgn.v26i01.4252
Shukurova, I. (2024). Psychological development of social intelligence in adolescence. Multidisciplinary and Multidimensional Journal, 3(1), 65–70. DOI: https://doi.org/10.5281/zenodo.10596649
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Ye, X., Zhao, B., Nguyen, T., & Wang, S. (2019). Social media and social awareness. In Manual of Digital Earth (pp. 425–440). Springer. DOI: https://doi.org/10.1007/978-981-32-9915-3_12
Zečević, L., Stanojević, O., & Janičić, R. (2021). Holistic marketing in development of arts and cultural institutions in digital environment. E-Business Technologies Conference Proceedings, 1(1), 67–69. URL: https://ebt.rs/journals/index.php/conf-proc/article/view/6
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