Volume-XII, Issue-III, May 2026 |
An analysis of The Impact of social media And Web 2.0 Technologies on Digital Marketing: Prospects for the Future of Web 3.0 Technologies Dr.P.Govindan, Assistant Professor, Department of commerce, KS Rangasamy College of Arts and Science (Autonomous), Tamil Nadu, India |
Received: 23.05.2026 | Accepted: 29.05.2026 | Published Online: 31.05.2026 | Page No: 88-102 | ||||
DOI: 10.29032/ijhsss.vol.12.issue.03W.325 | |||||||
ABSTRACT | ||
The swift advancement of internet technologies from Web 1.0 to Web 2.0, along with the emerging Web 3.0 framework, has profoundly altered digital marketing methodologies. This research evaluates the influence of social media and Web 2.0 technologies on digital marketing while also examining the future potential of Web 3.0. Web 2.0 has brought forth interactivity, user-generated content, and participatory communication via platforms such as Facebook, Instagram, YouTube, X (Twitter), LinkedIn, and TikTok, allowing businesses to interact directly with customers, improve brand visibility, and cultivate trust-based relationships. Social media marketing has evolved into a fundamental strategy for acquiring customers, retaining them, and developing brands, owing to its cost-effectiveness and extensive global reach. Through a qualitative literature-based analysis, this study investigates how Web 2.0 has transformed marketing communication and consumer behavior, highlighting engagement, influencer marketing, and data-driven strategies. Additionally, it explores how Web 3.0 technologies—driven by blockchain, artificial intelligence, the semantic web, and decentralization—are set to redefine digital marketing by offering enhanced personalization, data ownership, immersive experiences, and automated smart contracts. The findings indicate that while Web 2.0 emphasizes connectivity and engagement, Web 3.0 is moving towards decentralization, transparency, and intelligent systems. The study concludes that businesses must evolve with the changing digital landscapes by incorporating advanced technologies, ethical data practices, and immersive marketing strategies to maintain competitiveness in the forthcoming digital economy. | ||
Keywords: Social media, Web 1.0, Web 2.0, Web 3.0, Internet, Technologies, Marketing, Customers, Digital Economy, Communications, Brand, Digital Marketing. |