RAMIFICATIONS OF SOCIAL MEDIA CONTENT MARKETING ON FIRM SURVIVAL: META-
ANALYSIS

RAMIFICATIONS OF SOCIAL MEDIA CONTENT MARKETING ON FIRM SURVIVAL: META-
ANALYSIS

SINOTHANDO TSHUMA

MERCY DUBE

The rapid proliferation of social media has transformed content marketing into a critical
strategy for firm survival in the digital age. This research paper synthesised the existing
literature to evaluate the impact of social media content marketing on organisational resilience
and longevity. By conducting a meta-analysis of 50 peer-reviewed studies published between
2010 and 2023, the paper identified key trends, outcomes, and challenges associated with social
media content marketing. Findings revealled that effective content marketing strategies, such
as storytelling, user-generated content, and influencer collaborations, significantly enhanced
brand visibility, customer engagement, and loyalty, which were critical for firm survival in
competitive markets. However, the study also highlighted potential risks, including
reputational damage from poorly managed campaigns and the high costs of maintaining
consistent, high-quality content. The paper further explored the role of platform algorithms,
audience targeting, and data analytics in optimising content marketing efforts. It emphasises
the importance of adaptability and innovation in responding to evolving consumer preferences
and technological advancements. The meta-analysis concluded that while social media content
marketing offerred substantial opportunities for firm survival, its success depended on strategic
planning, ethical practices, and continuous performance evaluation. This research contributed
to the broader discourse on digital marketing by providing evidence-based insights for
practitioners and scholars, ultimately guiding firms in leveraging social media to ensure long-
term sustainability.

ZJBEM

2025