Social media are being utilised as a marketing platform to get pet food consumers to use technology to find the best deal.

Abstract Social media marketing, or digital marketing/e-marketing, is a type of marketing that relies on social media platforms to produce, distribute, and promote content to its target audience. These are used by business to boost brand awareness, understand customer behaviour, market products and services and drive sales. Social media also enable companies to continue to interact with existing customers and to draw and retain new ones. In addition, these platforms offer valuable customer information and analytics, which can help companies assess the effectiveness of their marketing efforts and create more effective promotional campaigns. The evolution of digital and social media has revolutionized the way businesses communicate with their customers since around 2005 when MySpace was among the first social networks to reach millions. By the end of 2025, digital platforms have become a staple in modern marketing, providing new and effective ways of reaching target audiences. The number of social media users worldwide was estimated at 7.23 billion in January 2025, which is over 78% of the global population. The growth rate is very fast and the role of social media has become more and more prominent as an effective marketing, customer engagement and business development tool.