Social media impact on business performance: a systematic literature review

This systematic review explores the impact of social media on business performance across various regions by analysing 25 studies published between 2019 and 2025. Three key themes emerged: social media marketing, social media adoption, and social media integration. The findings show that effective social media use enhances customer engagement, efficiency, and market reach, particularly in emerging markets like Indonesia, India, and Vietnam. However, poor planning, lack of expertise, and unethical practices can limit these benefits. The review highlights social media as both a driver of growth and a source of risk, thus calling for clear strategies, staff training, data protection, and ethical conduct. It also recommends future research on under-studied regions and the role of technologies such as AI in shaping social media strategies.