THE EVOLUTION OF SOCIAL MEDIA AND DIGITAL MARKETING: TRANSFORMING CONSUMER-BRAND RELATIONSHIPS AMONG DIGITAL NATIVES

Social media has revolutionized consumer behavior, particularly among digital natives, who are deeply integrated into digital ecosystems. This study explores the evolution of social media from its origins in Usenet to modern platforms like Facebook, Instagram, and TikTok, emphasizing its role in shaping consumer interactions and purchase intentions. User-generated content (UGC) and electronic word-of-mouth (eWOM) have emerged as critical tools for self-expression, community-building, and influencing consumer decisions. For digital natives, trust, authenticity, and seamless online experiences are pivotal in guiding purchasing behavior. The research highlights the growing influence of social media marketing, particularly in regions like Pakistan, where digital platforms drive dining and e-commerce decisions. It also examines the interplay between B2C and B2B social media strategies, emphasizing the importance of transparency and ethical marketing in fostering trust and loyalty. As businesses navigate the digital landscape, leveraging relationship marketing and adapting to the preferences of tech-savvy consumers are essential for brand visibility and long-term engagement.