Abstract
Social Media (SM) has recently become a platform and a tool for both individuals and companies to communicate in a virtual platform. E-retails is another virtual platform where creates cybernetic communication between brands and customers. Companies create effective marketing strategy through both platforms to influence their customer behavior. On the other hand, digital savvy customers who prefer to take the advantage of saving time and have a convenience shopping experience, buying their desired products through e-shopping is another fact that makes digital marketers to implement new strategies to communicate with their customers. Thus, social media has become an effective tool to create an interaction to influence digital savvy shoppers. The purpose of this paper is to examine different aspects of social media as a tool that can develop marketing strategies and how they influence individuals who prefer to buy products through e-retails. This paper aims to provide a comprehensive review of the impact of social media marketing on digital savvy brand shoppers. The scope of this review encompasses various literature reviews that has been done to illustrate a framework design to represent the impacts that social media has on a specific target audience. The research methodology used for this review involves a systematic literature review of relevant academic and industry publications. The contribution of this paper lies in providing insights into the effectiveness of social media marketing strategies for engaging digital savvy brand shoppers and improving brand loyalty. The findings of this paper represent how social media can influence e-shoppers and have impact on their decision-making process. On the other hand, the findings suggest that social media marketing can enhance brand awareness and influence consumer purchase decision through advertising, user-generated content, and social media influencers. The review also identifies key challenges and limitations of social media marketing for digital savvy brand shoppers.