SOCIAL MEDIA AND THE STRATEGIC RECONFIGURATION OF ORGANIZATIONS: COMMUNICATION, COMPETITIVENESS, AND NEW BUSINESS MODELS

Abstract

This study examines the role of social media in organizational strategies, focusing on how these platforms reshape business communication, relationships with consumers, competitive dynamics, and the configuration of new business models in the digital environment. The research problem arises from the observation that part of the literature still analyzes social media in a fragmented way, emphasizing promotional or relational functions without sufficiently integrating the effects of data, algorithms, and digital platforms on business practices and economic relations. The study follows a qualitative, exploratory, and bibliographic approach, supported by a systematized review of specialized literature and content analysis. The findings indicate that social media have moved organizational communication away from a predominantly one-way model toward more interactive, public, and responsive relationships. These platforms also foster engagement, digital communities, symbolic bonds, and a closer connection between communication and commercialization. Features such as Facebook Marketplace, Instagram Shopping, and TikTok Shop illustrate the growing convergence between social interaction and e-commerce. The main analytical contribution lies in showing that social media do more than support existing strategies: they operate as sociotechnical infrastructures involved in the creation and reorganization of business models related to marketplaces, the influence economy, social commerce, on-demand services, and data-driven activities. The study concludes that competitiveness in the digital economy increasingly depends on the articulation of technology, social interaction, market intelligence, and continuous value creation, reinforcing the understanding of social media as structuring components of contemporary organizational transformation.