PERAN MEDIA SOSIAL DALAM PENGEMBANGAN INDUSTRI KREATIF: KAJIAN PENELITIAN 5 TAHUN TERAKHIR (2020–2025)

Abstract

This study is a literature review that examines the role of social media in the development of the creative industry in the most recent research period. The approach used is descriptive qualitative, with the aim of summarizing and synthesizing the findings of previous studies on how digital platforms support marketing, brand strengthening, and market access expansion for creative actors. The results of the review show that social media has transformed into a strategic tool that can increase product visibility, build cultural identity through visual narratives, and facilitate reciprocal interactions between businesses and consumers. Platform features that support visual content and commerce have accelerated the commercialization process and opened up wider market opportunities for artisans and small businesses. On the other hand, the study also identified structural and operational barriers, including the limited digital capacity of business actors, dependence on platform mechanisms, competition with cheap substitute products, and reputational risks in the digital space. To optimize the potential of social media, a consistent culture-based content strategy, increased technical capacity, diversification of marketing channels, and policy support that protects product authenticity and strengthens intellectual property rights are needed. The implications of this study confirm that the use of social media can be a pillar of creative industry development if it is complemented by training interventions and coordinated policies.