Abstract

The study aims to demonstrate the role that social media marketing plays in developing the lead generation process. To achieve this objective, a qualitative research method involves examining a series of research works on the studied subject, particularly those conceived within three research axes. The emphasis of our research results lies in the quality of leads rather than quantity. These findings underscore the necessity of integrating both marketing and sales activities into the lead generation process, ensuring that social media marketing practices support lead acquisition and management.