Author(s) :

L.KUSHALA.

Volume/Issue :

Abstract :

ABSTRACT Social media sites have increased tremendously over the past decade, transforming the way we interact. They provide an inexpensive method of collecting different opinions. Social media content analysis enables us to know social arrangements, study behaviour patterns, and even forecast upcoming human events. This paper delves into what can be forecasted using social media, examines existing prediction techniques, and talks about the limitations and future potential in this area. Social media information provides a useful record of human behaviour and intention, which allows observation and forecasting. It has the virtues of accessibility, scale, and relevance. Studies based on this information confront typical issues such as data bias, noise, limited generalizability, poor theoretical basis, and the natural challenge of forecasting. Promising outcomes dictate further study notwithstanding these shortcomings. This article discusses the future of social media marketing by grouping nine major themes into near, immediate, and distant future time horizons. It discusses these themes from consumer behaviour, industry practice, and public policy viewpoints, reviewing the present digital environment, forecasting, and proposing future research agendas for scholars and practitioners. The emphasis is on the changing role of social media in the lives of individuals and companies, and its profound impact on attitudes towards the Future of Work.

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